Why Experian Used Its B-to-B Brand and the MLB All-Star Vote to Pitch to Consumers
Posted in: UncategorizedBaseball fans are accustomed to lots of advertising, from a starting lineup presented by an automaker to a paint brand sponsoring a closer’s pitch “painting” the inside corner of home plate.
But the fact that one of the largest data companies sponsored the 2014 Major League Baseball All-Star Ballot and Final Vote online might strike even the most jaded fan as a bit odd. For the third year in a row Experian sponsored online voting for baseball’s best and most beloved players who will meet for the mid-year match between the American and National Leagues Tuesday in Minneapolis at Target Field, home of the Minnesota Twins.
This year rather than its FreeCreditScore.com brand, it was the Experian name itself — one that along with other large data firms including Acxiom and Epsilon has been demonized by legislators critical of the data broker industry — that branded the All-Star digital ballot. This season the Experian name is also emblazoned on outfield walls in the home fields of the Los Angeles Angels of Anaheim, Arizona Diamondbacks, New York Yankees and St. Louis Cardinals. Fans use online and printed ballots to vote for position players and pitchers in each league who they’d like to see play in the so-called midsummer classic, which gives the winning MLB league home field advantage in the World Series.
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