By Barry Janoff
May 14, 2014: Selling homes is what Coldwell Banker does, and reaching home is that baseball players want.
Now the real estate firm has partnered with MLB.com for a marketing campaign, Home Field Advantage, that includes more than a dozen current and former MLB players.
Home Field Advantage will explore what "home means to active and former baseball stars by offering a rare look into the places they call home when they're not on the field," according to Coldwell Banker.
The effort will focus on a series of spots featuring individual players, will which launch every week now through July. A special-edition spot will air the week of July 14 to coincide with the MLB All-Star Game, to be played in Target Field in Minneapolis on July 15. It is scheduled to feature Minnesota native and Twins pitcher Glen Perkins.
The series will live on MLB.com, the Coldwell Banker Web site, the team Web sites for each respective player and social media destinations including YouTube.
The campaign begins with videos starring CC Sabathia of the New York Yankees and Neil Walker of the Pittsburgh Pirates, respectively.
Others in the series include Adam Jones (Baltimore Orioles), Adam Dunn (Chicago White Sox), Dillon Gee (New York Mets) and former players Steve Garvey and Johnny Damon.
Support includes Coldwell Banker ads on MLB.com and all official U.S.-based MLB team Web sites and sponsorship of the Home Field segment of ESPN's Baseball Tonight (which features a Coldwell Banker-branded baseball infield.
The company's media buy for this season includes sponsorship of several MLB.TV free "Game of the Day" promotions; and ads on local Comcast Sports Network stations in Baltimore, Boston, Chicago, Houston, New York, Oakland, Philadelphia, San Francisco and Washington D.C.
The spot with Sabathia (who is currently on the disabled list) shows him with his wife Amber talking about their children and the advantages of being home and taking viewers on a tour of their house, including his trophy room, interspersed with shots of him pitching in Yankee Stadium. (See the full spot here.)
In his spot, Walker, whose father Tom pitched in MLB, talks about the advantages of (and ribbing he takes from his teammates due to) still living in the home in the Pittsburgh area in which he was raised while playing for his hometown team. (See the full spot here.)
"Through this partnership with MLB.com and some of the biggest names in baseball, Coldwell Banker continues to showcase emotional attachment people have to their homes," Sean Blankenship, svp-marketing for Coldwell Banker Real Estate, said in a statement. "With the new online video series, viewers get a glimpse into the home lives of a group of baseball icons."
Back to Home Page