Delta Expands Marketing Reach With Subway Series Promotion

June 28, 2010

To court the legions of Yankees and Mets devotees out and about for the Subway Series games over the weekend of June 18 to 20, Delta constructed a fan zone in Madison Square Park. The three-day promotion, designed to highlight the airline's sponsorship of both baseball teams, was at its core a significant step in the growth and evolution of Delta's New York-focused marketing strategy. Packed with appearances from players past and present, baseball-themed activities, and plenty of giveaways, the multifaceted push underscored the value the Atlanta-based company places on experiential programs and activations that allow face-to-face contact with local consumers.

Helping to execute these concepts was Delta's event production partner MKG, which recently rebranded itself as an experiential agency to illustrate its changing role in client projects.

The shift in Delta's marketing efforts started with the Sky360 pop-up in 2007 and has since developed into a full-fledged, long-term campaign, growing hand in hand with the expansion of airline into one of the largest carriers at JFK and LaGuardia airports. From the pavilion set up outside the New York Stock Exchange in 2008 to mark the merger with Northwest Airlines, to sponsorship presence at the Tribeca Film Festival, New York City Wine & Food Festival, and Sunday's gay pride parade, this initiative consistently looks to parlay existing corporate relationships into experiential opportunities to connect with key demographics. More recent is Delta's investment in local sports teams, which now includes Sky360 hospitality clubs at Yankee Stadium and Citi Field and a multiyear agreement with Madison Square Garden.

At the Delta Dugout, it was the two-year-old sponsorship of the Yankees and the Mets that the airline wanted to show off to sports enthusiasts, as well as kids and families, integrating its products and services with activities like Wii baseball and pitching competitions, stadium-style concessions, live viewings of the games, and appearances by Derek Jeter, Mike Pelfrey, and Bernie Williams. Staffed by the airline's existing employees, the promotion drew thousands, and Delta also saw a response in its online community: The airline's Facebook fans doubled the first day the dugout opened.

To leverage its sponsorship of the New York Yankees and the New York Mets, Delta turned Madison Square Park into an area for fans to congregate. The three-day promotion, which ran June 18 to 20, was tied into the interleague Subway Series games.

Photo: Courtesy of MKG

Showcasing its close affiliation with both baseball teams, Delta brought out Yankees star Derek Jeter and Mets starting pitcher Mike Pelfrey to officially open the Delta Dugout.

Photo: Courtesy of MKG

To lure thousands of baseball enthusiasts and families, Delta and MKG created an array of competitions, including some for best team-themed outfit and fastest pitch.

Photo: Courtesy of MKG

Delta also gave away prizes—such as flight discounts and baseball cards—through activities like Planeko, a modified version of Plinko.

Photo: Courtesy of MKG

Sky360, which has essentially become a sub-brand of Delta, was present at the dugout, too. The branded lounge was designed to showcase Delta's premium business-class seats.

Photo: Courtesy of MKG

In addition to a balloon sculptor and face painters, the dugout drew crowds with a photo booth.

Photo: Courtesy of MKG

The Wii baseball station was a popular area for kids.

Photo: Courtesy of MKG

During the evening, the attention shifted to the north end of Madison Square Park, where Delta set up a large screen to display the games. Former flight attendant Greg Fisher acted as the M.C. and helped rouse the gathered masses with trivia games.

Photo: Courtesy of MKG

Former Yankees player Bernie Williams performed before the game on Saturday.

Photo: Courtesy of MKG

From the subtle to the overt, all elements of the Delta Dugout included some sort of Delta branding, as well as references to baseball. Diamond-shaped flags labeled each station, information stands were marked as bases, and Shake Shack even created a Delta Dugout hot dog.

Photo: Courtesy of MKG