In the early morning after the Cubs clinched the title – just hours after the final out – Doe-Anderson staged a photo opportunity in the bat factory. Taking advantage of the news cycle during which media attention would be at its height, we invited members of the local media to watch Louisville Slugger begin creating commemorative bats, capitalizing on near-hysteria among Cubs fans.
The agency then helped facilitate nationwide buzz by letting media around the country know that local outlets had compelling video and photography of the bats in production. In addition, Doe-Anderson distributed its own video footage and still photography from the factory, pitching the story to additional news media across the country. In each instance, a link to order Cubs commemorative bats was included in the information provided to the media to drive traffic to the Louisville Slugger website.