The Story of Recreate MLB Postseason Dugout Product Placement
Published by
RBIRich
on
ReCreate Earned Media Opportunities In The 2023 MLB Postseason
ReCreate from Charlotte’s Web placed products inside the dugout throughout the 2023 MLB Postseason, including the World Series, which was seen by millions of baseball fans.
Provide CBD samples for MLB players and staff.
Create a sampling opportunity for players to see ReCreate CBD in every postseason clubhouse and dugout during the playoffs.
Use earned media opportunities on MLB broadcasts and highlights shows during playoff games to reinforce ReCreate’s position as The Official CBD of Major League Baseball.
Concept/Activation: MLB allowed Charlotte’s Web to send samples to every team that made the 2023 postseason. We were also allowed to place display buckets in each dugout and bullpen for players to access camera-friendly CBD gummies to gain earned media from MLB broadcast partners. I coordinated delivery to each club during the playoff chase, working with the commissioner’s office, team Athletic Trainers, and Registered Sports Dietitians. I worked cross-functionally within the CW ecosystem to ensure products were shipped from our Colorado warehouse. We were one of only three brands (along with Gatorade and Hyperice) allowed in the dugout during the postseason by MLB. We were able to reinforce our position as an official MLB partner internally. We also showcased our brand on the biggest stage in baseball, gaining millions of impressions on TV throughout the playoffs. The MLB playoffs earned an average of 5.2 million viewers per game including 7.27 million fans who watched ALCS Game One between the Astros and the Rangers. The ReCreate brand was showcased during the World Series, drawing an average of 9.95 millionfansper game, including 11.45viewers for the deciding Game Five contest that saw the Texas Rangers crowned champions.
HOUSTON, TX – OCTOBER 08: A detail shot of ReCreate and Hyperice sponsorship in the ballpark prior to Game 2 of the Division Series between the Minnesota Twins and the Houston Astros at Minute Maid Park on Sunday, October 8, 2023 in Houston, Texas. (Photo by Daniel Shirey/MLB Photos via Getty Images)PHILADELPHIA, PA – OCTOBER 03: A detail shot of a bullpen prior to Game 1 of the Wild Card Series between the Miami Marlins and the Philadelphia Phillies at Citizens Bank Park on Tuesday, October 3, 2023 in Philadelphia, Pennsylvania. (Photo by Rob Tringali/MLB Photos via Getty Images)MINNEAPOLIS, MN – OCTOBER 04: Sponsorship view of Gatorade Fast Twitch and ReCreate product in the dugout prior to Game 2 of the Wild Card Series between the Toronto Blue Jays and the Minnesota Twins at Target Field on Wednesday, October 4, 2023 in Minneapolis, Minnesota. (Photo by Daniel Shirey/MLB Photos via Getty Images)MINNEAPOLIS, MN – OCTOBER 04: Sponsorship view of Gatorade Fast Twitch and ReCreate product in the dugout prior to Game 2 of the Wild Card Series between the Toronto Blue Jays and the Minnesota Twins at Target Field on Wednesday, October 4, 2023 in Minneapolis, Minnesota. (Photo by Daniel Shirey/MLB Photos via Getty Images)TAMPA, FL – OCTOBER 04: ReCreate product is seen in the dugout before Game 2 of the Wild Card Series between the Texas Rangers and the Tampa Bay Rays at Tropicana Field on Wednesday, October 4, 2023 in Tampa, Florida. (Photo by Mike Carlson/MLB Photos via Getty Images)HOUSTON, TX – OCTOBER 07: ReCreate product is seen in the dugout before Game 1 of the Division Series between the Minnesota Twins and the Houston Astros at Minute Maid Park on Saturday, October 7, 2023 in Houston, Texas. (Photo by Daniel Shirey/MLB Photos via Getty Images)HOUSTON, TX – OCTOBER 07: ReCreate product is seen in the dugout before Game 1 of the Division Series between the Minnesota Twins and the Houston Astros at Minute Maid Park on Saturday, October 7, 2023 in Houston, Texas. (Photo by Daniel Shirey/MLB Photos via Getty Images)MILWAUKEE, WI – OCTOBER 03: A detail shot of Gatorade and ReCreate sponsorship in the dugout prior to Game 1 of the Wild Card Series between the Arizona Diamondbacks and the Milwaukee Brewers at American Family Field on Tuesday, October 3, 2023 in Milwaukee, Wisconsin. (Photo by Mary DeCicco/MLB Photos via Getty Images)TAMPA, FL – OCTOBER 03: A detail shot of Recreate product prior to Game 1 of the Wild Card Series between the Texas Rangers and the Tampa Bay Rays at Tropicana Field on Tuesday, October 3, 2023 in Tampa, Florida. (Photo by Mike Carlson/MLB Photos via Getty Images)TAMPA, FL – OCTOBER 03: A detail shot of Recreate product prior to Game 1 of the Wild Card Series between the Texas Rangers and the Tampa Bay Rays at Tropicana Field on Tuesday, October 3, 2023 in Tampa, Florida. (Photo by Mike Carlson/MLB Photos via Getty Images)MINNEAPOLIS, MN – OCTOBER 03: A view of sponsorship products in the dugout before Game 1 of the Wild Card Series between the Toronto Blue Jays and the Minnesota Twins at Target Field on Tuesday, October 3, 2023 in Minneapolis, Minnesota. (Photo by Daniel Shirey/MLB Photos via Getty Images)MINNEAPOLIS, MN – OCTOBER 03: A detail shot of ReCreate products in the bullpen before Game 1 of the Wild Card Series between the Toronto Blue Jays and the Minnesota Twins at Target Field on Tuesday, October 3, 2023 in Minneapolis, Minnesota. (Photo by Daniel Shirey/MLB Photos via Getty Images)MINNEAPOLIS, MN – OCTOBER 03: A view of ReCreate products in the bullpen before Game 1 of the Wild Card Series between the Toronto Blue Jays and the Minnesota Twins at Target Field on Tuesday, October 3, 2023 in Minneapolis, Minnesota. (Photo by Daniel Shirey/MLB Photos via Getty Images)
Rich Herrera 
Leave a comment