Ace Brand launched a baseball-card-creator application that builds customer engagement by blending the traditional charm of baseball with the unifying power of Facebook and Twitter.
The unit of 3M Co., known for its elastic compression bandages, hot and cold therapy products, braces, wraps and supports, has partnered with all-star professional baseball player and former Little Leaguer Freddie Freeman to encourage families to commemorate their on-the-field moments with a personalized player card. Consumers can create a baseball card by using an application to choose an existing photo or take a new one and surround it with the baseball-card frame of their choice.
“The broader goal of the campaign is to engage consumers around Ace Brand’s Little League sponsorship anywhere through a fun digital experience that would provide them a memento of their favorite little leaguer,” said Taylor Harper, brand manager at Ace Brand Sports Medicine Products.
“From a more specific mobile marketing perspective, we wanted to be sure creation of a card was as simple, streamlined and fun as possible for consumers no matter what device they use. We also wanted to be sure it was easy to discover and access both at home and on-the-go.”
The campaign underscores mobile’s value in enhancing engagement for members of a niche group no matter where the activity takes place.
To create a baseball card, smartphone users can text ACEALLSTARS to 44844 to get the link sent to them. They can use the app to take a new photo or choose an existing one and insert in their chosen baseball card frame. Users can download and share the card with friends and family on Facebook, Twitter and Pinterest.
“The most important part of a baseball card is the image,” Mr. Harper said. “We wanted to give users either the option of choosing an existing photo on their camera roll or computer from or to use their camera feature to take a new one. Having both options provides lots of flexibility – we think everyone will have a lot of fun with it this!”
The heavy focus on visuals made Facebook, Twitter and Pinterest the perfect platforms for this application, he said. As well, the Ace Brand is very active on both Facebook and Twitter and the brand saw the campaign as an opportunity to more deeply engage with its existing communities.
“All of our Ace Brand promotions this summer are built around baseball, which includes our sponsorship of Little League Baseball and Softball, as well as the ACE Brand Summertime Sweepstakes,” Mr. Harper said.
Little League World Series
For the past two years, Ace Brand has been the Official Sports Medicine Products partner of Little League Baseball and Softball. Ace also will have a presence at the Little League World Series in South Williamsport, PA in August and will make digital baseball cards on-site for players and families.
Fans can insert an existing photo or a newly taken one into card frame.
“The most important part of a baseball card is the image,” Mr. Harper said. “We wanted to give users either the option of choosing an existing photo on their camera roll or computer or to use their camera feature to take a new one. Having both options provides lots of flexibility – we think everyone will have a lot of fun with it this!”
Michael Barris is staff reporter with Mobile Marketer, New York
Michael Barris is staff reporter on Mobile Marketer and Mobile Commerce Daily, New York.