Hey Red Sox, where was my offer? I’m out here defending the Mookie Betts trade for the price of on the house and now I hear about this? What exactly does something like that even go for these days?
So another glowing story in the news for the Sox who are batting a thousand this offseason. Red Sox CMO Adam Grossman spoke to WEEI in response to that report down in Fort Myers on Wednesday morning.
“We started probably about seven years ago. In some ways, it has always been there. Celebrity-driven marketing … We have fans like Matt Damon or Cardi B, we want to attach ourselves to those. But also as social has taken off these individuals who have become influencers have become more important. What we started to do about seven years ago was connect more to parents. With parent bloggers and influencers. We have had meetings with them about seven years ago when we created this Red Sox Mom’s Group. That was at it’s early stages about seven years and it has expanded. Again, as we look at all of the assets we have influencers are a channel in that.”
Normally I would just chalk this up to typical bubbly PR speak, except he repeats the words “seven years ago” four different times in the span of one paragraph. Hmmmm
Grossman’s right, influencer marketing is a strategy thats been around for a long time so this is nothing new, but if the team really was out there asking local influencer’s to spin the Mookie trade then that is hilarious. I mean the team literally owns a freaking newspaper so they could always use the State Sponsored Media, but even John Henry probably knows the kids aren’t checking boxscores in the paper anymore.
Any time your team is getting compared to the Fyre Festival on it’s own flagship network though means maybe it’s time to reassess your public perception.