Sports organizations looking for new, creative ways to drive sales of tickets and select merchandise should consider modeling a tactic recently implemented by the San Francisco Giants. The Major League Baseball Club's marketing department created a terrific infomercial spot to promote Tim Lincecumb wigs (called Timmy Wigs) the team is selling for $10 at the ballpark. Lincecumb, the team's ace who has won the last two NL Cy Young Awards is a fan favorite in the Bay Area and one of the league's shining stars.
Since the team created the infomercial spot, Timmy Wig sales have skyrocketed and the video is on its way to becoming a huge viral hit.
Informercials are becoming a relatively mainstream practice in the sports business space as teams and athletes have used them to drive buzz in the social media marketplace. As you will note, the Minnesota Timberwolves created a Mr. Love Miracle Glass Cleaner spot in 2009 to promote Kevin Love as ROY and Vitaminwater has used Steve Nash, 50 cent, and Kobe Bryant in several infomercial spots.
Hats off to the San Francisco Giants on a well executed merchandise campaign! Check it out below: