Pitcher Mariano Rivera of the New York Yankees will be retiring after the 2013 MLB season following 19 years in the Majors. Rivera has been on a farewell tour this season, and is receiving accolades from the players and teams he has tormented over the years.
AT&T, a partner of both the Yankees and Rivera, is now letting fans get in on the action. A multimedia campaign breaking this week is fronted by a 30-second TV spot that shows fans honoring Riviera. It then directs people – even those who support the Boston Red Sox – to a dedicated website where they can leave personal messages and videos.
The “My Favorite Mo-ment” campaign will run throughout the season. Support includes print breaking in “The New York Times” on Sunday and in “Yankees Magazine”; radio in the New York tri-state area; social media destinations including Facebook, YouTube and Twitter; and online and mobile ads.
The campaign launched with Rivera appearing in the AT&T store location in New York’s Times Square yesterday and continues with a dedicated AT&T booth in Yankee Stadium, where fans can record personal messages.
AT&T said that in addition to running on the website, the personal messages will appear on the Yankee Stadium Jumbotron and could become part of a TV commercial set to air later this season.
In the new 30-second spot, we see Rivera on the pitcher’s mound, followed by shots of fans throughout New York clapping in rhythm and chanting, “Let’s go, Mo. Come on, Mo.” Text offers, “New York’s behind you, Mo. So are we.” It then directs viewers to the website where people can add their own messages.
There, fans will get a video tutorial from Yankees’ manager Joe Girardi on how to upload their message, see messages from other fans and get an overview of Rivera’s MLB career.
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