The banners feature dynamically pulled in tune-in information for every upcoming Orioles/Nationals game, listing who and when they will be playing next. Once expanded, the user can find all the news and match-up info they need to enjoy the game, and they can search by zip code to find the MASN channels on their cable provider. But perhaps the most helpful and user friendly aspect of this campaign is the game reminder functionality. Users can sign up to receive email reminders for games that interest them. They can pick all games, divisional games or cherry pick the specific teams they want to watch.

According to PointRoll, “with over 1,000 campaigns running per month, Beanie award winners represent less than 1% of all PointRoll campaigns. The award is distributed by PointRoll on a regular basis and is highly selective to recognize the best uses of rich media technology.”

Most importantly for RP3, the campaign is delivering results for MASN. According to a recent article in the Baltimore Business Journal, ratings for Orioles games are up 11% this year, while the Nationals are up a whopping 139%. (Although pitching phenom Stephen Strasburg probably deserves some of the credit there.)

“This work has won already numerous advertising and marketing accolades, but we’re proud to be honored by the television industry as well. It’s a testament to our extremely collaborative relationship with MASN,” says RP3 Creative Director Jim Lansbury. “We both share a passion for baseball, and MASN’s prowess in production and editing allows us to get the most out of our budgets and create campaigns that look and feel bigger than other regional networks.” The campaigns also extend beyond television into print, online, promotions, events and social media.

Other collaborators on the campaign include Director Peter Churchman of Churchman Productions, and Shooters Post and Transfer.

For more information on the show and a complete list of winners, click here.

Mid-Atlantic Sport Network (MASN) is the home of every Washington Nationals and Baltimore Orioles telecast. With both teams fielding youth-laden rosters and struggling in the standings, our challenge has been to keep fans engaged and ratings strong throughout the grind of a 162 game season.

To achieve this elusive goal we’ve focused our efforts on the core fan, crafting campaigns that harness their passion and put them in the middle of the action. Last year, our MASN Fantasy Camp campaign used TV, radio, blogs, contests, social networking and viral video to build a vibrant community of fans.

This year, we reached out to that the same community with a simple, yet provocative question: What’s your favorite Orioles or Nationals moment? The enthusiasm, creativity and sheer volume of responses inspired what became the Defining Moments campaign. Blog posts and video submissions poured in. Chat rooms raged with discussion and debate. Fans auditioned on camera during games. (Some more successfully than others.) From all those  stories and opinions, dozens of TV and radio spots were created throughout the season–each with a unique, personal twist that no traditional campaign could capture.

Online, rich media hubs were built to serve up a variety of engaging content and tune-in messaging. Including the latest Defining Moment spots and fan-generated videos along with timely polls relating to the latest match-ups, and even downloadable Outlook calendar reminders so fans could save the date for important upcoming games.

A Twitter feed called “Tweet the Moment” was also established to alert fans who were stuck somewhere away from their TV when they could be missing a moment in the making. Tweets went out whenever there were runners in scoring position or two down in an important inning.

By the midpoint of the season, the conversation was going strong. And so were the ratings. In fact, viewership for Nationals games was up an amazing 56%. Of course, we’d trade it all for a bullpen that could hold a lead.

]]> http://rp3agency.com/masn/feed/ 2 http://rp3agency.com/top-honors-at-the-ama-m-awards/ http://rp3agency.com/top-honors-at-the-ama-m-awards/#comments Tue, 26 May 2009 20:47:21 +0000 heenan http://s71067.gridserver.com/?p=387 Three of our clients (MASN, Stanley Martin Homes and Washington Improv Theater) just heard news that any agency would love to be telling their clients:

“You just won top honors at the AMA’s M Awards.”

Read the press release

The AMA (American Marketing Association) is not a celebration of creativity for creativity’s sake, either. Entries are judged by marketing pros. Winning is based on effectiveness and strategic thinking. You have to demonstrate smart thinking, great execution, and market-beating results in order to win.

You see, while RP3 is an advertising agency – it’s not the kind you normally think of. We develop insightful strategies that produce unconventional ideas, which translate to real business results. And we’ll put skin in the game tied to your business objectives to prove our commitment. On top of that, our structure is lean and efficient so that we can deliver results faster than other firms.

Lofty claims? Ask our clients directly. They will tell you how we quickly surpassed previous results by 3%, 5%, or in some cases 20% and more. Just imagine going back to the CEO armed with that news.

We’re scalable for large, national campaigns and lean enough for small, one-time projects. Clients tend to love us, because we listen, we pay attention to details, and we work well together – as partners on the marketing team.

We won:

4 Silvers for MASN Fantasy Camp  TV and Radio
5 Golds for Washington Improv Theater’s “Seasonal Disorder” Posters
2 Silvers and 2 Golds for Stanley Martin Homes “Details” campaign, including a Gold in the all-important Integrated Mixed Media Campaign, which included print, collateral and interactive element
1 silver for the Second Genesis Annual report.

Arnold had the most with 41. But when you consider they’re 4 times bigger, we actually blew them away pound for pound. (How’s that for advertising trash talk?)

And as you can see from the video, it’s always more fun when you win. See you next year!