Red Sox Home Opener 2011: Using a Local Event to Promote a Sense of Community

 

As a rookie Bostonian, it’s safe to say that I still haven’t fully grasped the intense passion that New Englanders feel towards their teams – Red Sox, Patriots, Bruins, and Celtics alike.  The footprint of the home teams on the local social media scene was obvious to me on Friday when the Red Sox had their Home Opener against their arch rivals, the New York Yankees.  Businesses and organizations coordinated their tweets for the day to coincide with the event.

Many businesses simply mentioned the event and integrated it in with their normal twitter content:

@BPLBoston: It’s Flickr Friday at the Boston Public Library. In honor of Red Sox opening day, we give you these baseball images http://bit.ly/eXxM8u

 

@NewEnglandMCA: New England MCA wishes the Red Sox well on Opening Day2011! Go Sox!

 

@Simmonslibrary: Today is Red Sox Opening Day! Check out one of these great Sox books from our collection http://bit.ly/g0TTl8 (expandhttp://bit.ly/hUgZKy

 

@thelobstershack: What do the Red Sox and the Lobster Shack have in common? OPENING DAY! April 8, 2011 – 11am official start to the 2011 season.

 

@@Bar10_Boston Despite coming 0-6, there is nothing like #Redsox Home Opener! We can feel the excitement in the city, game time 2pm

 

@WestinCopleyPl With the #RedSox back in town don’t forget to refresh your senses and experience summer in #Boston with the Westin!

 

@Ettractions: Today is opening day at Fenway Park!! Check out the Boston RedSox schedule or take a tour of the stadium. http://fb.me/YKtwgYwp

 

 

Other businesses took it a step further, building deals and specials around the event:

@Finzsalem: Opening day! Join us for the game & enjoy our Fenway Special: Grilled Pearl Hotdog and an ice cold PBR, only $8!! Go Red Sox!

 

@McFaddensRI: OPENING DAY : **RED SOX / YANKEES AFTER-PARTY** TONIGHT, from 9-11pm!!! Want to snag a spot on the Guest List? Receive FREE COVER, and $3…

 

@berkleesac: Celebrate opening day at Fenway with FREE hot dogs, snacks, refreshments and FREE Red Sox gear giveaways all afternoon beginning at 1:30pm.

 

@boYOfroyo: it’s opening day and the red sox need our support. our new boYO of the week is a regular red sox raspberry froyo… http://fb.me/NvTq64sD

 

@fraskedesigns: Happy Red Sox Home Opening Day! Last day to save 15% and get free shipping at http://www.fraskedesigns.etsy.com with the code GOSOX2011!

 

@BostonHandmade: Red Sox Print Sale for Opening Dayhttp://dlvr.it/MrqBl

 

 

My favorite type of promotion during the home opener was offering a special deal to patrons wearing Red Sox gear. Bostonians are going to wear their Sox hats and jerseys on opening day (or any day the Sox are in town) no matter what, but offering special promotions to those who do makes the company a part of that fan’s Home Opener experience.

@Cardullos: It’s opening day for the Boston Red Sox. Today only, visit us in the store dressed in your Red Sox garbs and get a FREE bag of peanuts! 🙂

 

The overall impression that I get from tweet activity around this local event is that it served to promote a sense of community between businesses and those they serve.  The message: we are all in this together – we are all a part of the Red Sox Nation – embraces a sense of unity that is unique and special to New Englanders.   Go Sox or go home.

Did you come across any other tweets or facebook posts that integrated Opening Day in a unique way? We would love to see them!

-Halley Sheffield, 451 Marketing Manager

Halley Sheffield

Halley Sheffield is the Director of Marketing at 451 Marketing @halleyalice

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