Client Objective:
To provide co-branded, in-stadium merchandise that fans could take home as a reminder of another priceless moment courtesy of MLB & MasterCard.

Brand & initiative:
Octagon®, MasterCard’s official agency, requested BDA to design, produce, deliver and distribute 47,000 seat cushions to meet a co-branding initiative they had undertaken on behalf of MasterCard, in conjunction with the MLB, for the 2007 All Star Game in San Francisco. The initiative was entitled, “MasterCard Presents MLB Dreams”.

Strategic Solution: Create a brand experience that would capture the essence of the MLB and MasterCard brands in a single setting. For All Star Game ticket holders and MasterCard cardholders, what better way to do that than with dream seating at the event.

Design & development:
In making this dream come true, two crucial things had to happen. The first was to produce a design creation that could be manufactured overseas for best pricing and timing (design through approval and receipt in 75 days). The second was to meet Homeland Security required inspection parameters (stadium and merchandise) 24-hours prior to game day. This made for added challenges, since a Home Run Derby was scheduled the evening before the All Star Game, prohibiting both crew and merchandise from entering the stadium.

Action & results:
Working hand-in-hand with stadium ops, BDA pulled together a marketing services team with one major goal—turn the All Star Game into a MasterCard / MLB Major League Brand Dream.

The All Star Game deserved all-star services integration and teamwork, and BDA met every step of the brand initiative, from design and manufacture to shipping and receiving, and from Homeland Security satisfaction to on-site event management and set up.

Fielding the BDA Dream Team…

• In-House Design Agency – to develop custom cushion designs for overseas production.
• Import Services / Event Management – to ensure close-quarters teamwork with vendors, clients, MLB and Giants staff for on time, on-target accuracy and approvals.
• Kitting / Fulfillment – to assemble merchandise, and pack trucks for staging at stadium.
• BDA On-site Distribution staff  – for on-site coordination / merchandise distribution.

 

Brand Results: The MLB & MasterCard brands were brought to life, in the life of every stadium spectator.

The Customer Experience:
“I was continuously impressed by BDA’s customer service and friendly team. Although the order approval for the MasterCard Presents MLB Dreams seat cushions came through at virtually the last second, BDA didn’t miss a beat. They truly went above and beyond—in products, professionalism and in their personal touch. I look forward to working with them again!”                                               – Emily Neenan, Manager, Octagon Worldwide