Professional baseball teams are always looking for a new way to reach fans, and the Schaumburg Boomers (independent; Frontier League) have come upon a unique marketing tool: a Kickstarter campaign to finance and promote a Schaumburg Zombies night at Boomers Stadium.
The premise of Kickstarter is simple: supporters of a person or organization are asked to put up money in advance of a product or service. Once a campaign is funded, the person or organization can go ahead with producing the product or service. Crowdsourcing has led to some great products hitting the market; it’s also a way for existing organizations to reach out to their fans and friends. I’ve used Kickstarter several times in the last year; most of what’s been purchased has been of top quality and arrived in a timely fashion.
The ability to add something unique to the mix in terms of product and marketing appealed to Boomers President/GM Andy Viano, who set up the Kickstarter campaign for the team.
“Admittedly, it’s a free way to get publicity during a slow time of year,” he said. “We pushed it out on social media, and it’s something for us to talk about the next few months. It’s just another arm of the social media stuff we do now.”
Under the terms of the Kickstarter campaign, the team will change its name to the Schaumburg Zombies for one night and go with the whole zombie theme, featuring new uniforms, a makeup artist both for team employees and fans, Here’s a description:
Aside from that, we have a few other tricks up our sleeves for the night, including having one player literally rise from the grave before the game, playing zombie movie clips and sound effects during the night, and even serving specialty food items (brains? or at least, chocolate brains) at the concession stands.
“We want to reach a target audience of a twenty-something/thirty-something fan, and those fans are hard to reach,” Viano added. “That’s the kind of crowd that will get people dressed as zombies.”
The Kickstarter campaign runs through Jan. 26, 2014. –Kevin Reichard
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