Marketing Lessons from Dodgers’ Magic Johnson 'Bobblehead Hunt' Promotion

The Los Angeles Dodgers are hitting homeruns left and right with their bobblehead promotions. Last week everyone was talking about the RickMonday ‘flag saving’ bobblehead giveaway. This week, the club has announced a new promotion associated with Magic Johnson Bobblehead Night coming up on September 12^th against the Giants. They’re calling it the “#MeetMagic Scavenger Hunt.”

Here are the details for the contest from the Dodgers website:

Want to meet sports legend, and Dodgers owner, Magic Johnson? Here's your chance! Each day at 2 pm, @Dodgers will release clues on Twitter about the location of hidden Magic Johnson Bobbleheads across Southern California. Be the first to arrive at the spot and correctly answer a trivia question, and you could win two suite tickets to the game and a meet and greet with Magic Johnson.

Participants must follow @Dodgers on Twitter in order to be eligible to win.

This promotional contest is a win on so many levels. First, it plays off the skyrocketing popularity of bobblehead giveaways. Second, it does a great job of engaging fans through social media by releasing clues on Twitter. Finally, the Dodgers are spreading the wealth locally. By hiding an autographed Magic Johnson at seven different southern California locales over a seven day period, they’re getting community establishments involved and stimulating the local economy. This isn’t just a Dodgers promotion; it’s now a community promotion. It’s a smart, benevolent move by the organization.

Companies should take advantage of this marketing blueprint that emphasizes custom bobbleheads, social media promotion, and community outreach. Whether you’re part of a global corporation or small business, two primary marketing goals are audience growth and engagement. The Dodgers bobblehead promotion accomplishes both of those objectives in a fun and entertaining way. Be creative and think outside the box. The “Bobblehead Hunt” concept works well for local promotions, in-store contests, tradeshows, company retreats, and more.

Right now you're probably thinking:

• My company doesn't have the same lofty status and enormous following of a major league baseball team.

• My company doesn't have an iconic mascot or famous employee whose custom bobblehead would be recognized outside the office. 

The Marlins have corporate sponsors for bobblehead giveaways, 

including Pepsi and Preferred Care Partners as shown here.

If this is the case, consider sponsoring a bobblehead for local teams or famous personalities. For example, Keck Medical Center of USC is sponsoring Magic Johnson Bobblehead Night. It's practically the equivalent of a celebrity endorsement. Corporate-sponsored custom bobbleheads represent an excellent branding opportunity. Theses figures, including your company’s logo and message, will end up on the bookshelves, mantles, and office desks of decision makers. Think of it as free promotion for your products or services on prime advertising real estate.

Improve marketing results, grow your audience, and engage consumers by visiting CustomBobbleheads.com.

Need a Corporate Gift, Tradeshow Giveaway, or Promo Product? Learn from Baseball’s Bobblehead Craze

Baseball fans aren't coming out to the ballpark this season like they have in the past. As of May 29^th, Major League Baseball’s attendance had shown a 2.9% decline in attendance when compared to the same point in 2012¹. Baseball executives are quick to point out a number of “excuses” like weather, TV, ticket prices, and the Marlins (who account for 40 percent of the decline in tickets sold).  Regardless, it’s their job to fill the stadium. Where do they turn for a spike in attendance and new business? The answer is custom bobbleheads.

The Wall Street Journal recently published an article on the “power of a free bobblehead.” In it, the author notes an increase in attendance of almost 50% for the Seattle Mariners when they held Ken Griffey Jr. bobblehead night². According to studies, attendance associated with the usage of promotions has shown an average of a 14% increase³. The greatest attendance increases have recently been attributed to the resurgence of bobblehead dolls. Even last place teams like the Minnesota Twins have successfully taken advantage of bobblehead promotions this season. They've seen attendance boost by an average of 7,000 people on bobblehead giveaway days⁴.

What does this mean for your company? New business results from being creative and fun, not dull and boring. I’ll use tradeshows as an example. Some companies are creative with corporate giveaways but many use the same uninspiring pen and plastic cup routine. Now, imagine the buzz your booth will create with custom bobbleheads based on the company’s mascot, logo, or product. Everybody loves bobbleheads. Your booth may even experience a 50% attendance increase, much like the Mariners. In this scenario, a raffle approach will produce plenty of lead cards for your sales team.

Company bobbleheads make great branding and promotional tools.

Bobblehead winners can show off their prize to co-workers in the office. They’ll proudly display it on the desk or shelf for everyone to see. In addition to its entertainment value, the branded bobblehead serves as a constant reminder of your company’s products and services. This desktop billboard gives you a clear-cut advantage over the competition when it comes time for a purchasing decision.

Are you ready to bring in new business? Visit CustomBobbleheads.com to seal the deal!

Sources:

1. MSN Fox Sports
2. Wall Street Journal
3. American Journal of Business
4. ABC News