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215 McCann Capitalises on #LetPabloPitch Phenomenon for the San Francisco Giants

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A bobblehead giveaway of Pablo 'Panda' Sandoval turns into pop culture moment with TV spot and digital exchanges

215 McCann Capitalises on #LetPabloPitch Phenomenon for the San Francisco Giants
It’s extremely rare that a position player pitches on any baseball team. But last week, for the second time in his major league career, San Francisco Giants third basemen, Pablo 'Panda' Sandoval, did just that.  As fate would have it, he made his second trip to the mound during the same week that the Giants were commemorating his first pitching appearance in 2018 with a bobblehead. It was that first mound appearance which resulted in the ensuing social movement to #LetPabloPitch. It was during his second visit to the mound to pitch for the Giants, in which Pablo made history as he became the only player since 1905 to have pitched a scoreless inning, stolen a base, and hit a home run in a single game. Needless to say, #LetPabloPitch is trending again.

As a continuation of the season-long 'It Doesn’t Get More SF' campaign to ignite fans and promote game attendance, 215 McCann and the San Francisco Giants capitalised on the buzz and excitement around Pablo’s pitching successes. Leading up to the game, a spot aired on the Giants’ broadcast and social media channels which took viewers 'inside' Pablo’s bobblehead – featuring his inner-monologue from the mound as he prepared to throw his first pitch last season. To kick off his bobblehead giveaway game this past Saturday, May 11, Pablo himself threw out the ceremonial first pitch with his unique bobblehead joining him on the mound.



The teams at 215 McCann and the Giants then worked with Pablo to create his own LinkedIn profile, listing his title as 'pitcher' which was then shared by the Giants on Twitter. 215 also facilitated the Giants then partnering with LinkedIn, who tweeted in response to the Giants, reaching their 1.5 million followers. Within 48 hours, Pablo gained 100+ connections. In addition to the LinkedIn activation, the Giants also partnered with NBC Sports Network who tweeted out the famed Starbucks cup image from Game of Thrones, with the #LetPabloPitch bobblehead photoshopped in place of the cup, reaching an additional 51,000 followers.


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Client

Brand: SF Giants

Production Company

Voice Over: Pablo Sandoval, Renel Brooks-Moon

Voice-over: Pablo Sandoval, Renel Brooks-Moon

Creative Agency

Creative Agency: 215 McCann

Chief Creative Officer: Scott Duchon

Art Director: Zach Lepine

Copywriter: Frank Fusco

Producer: Jessie Ybarra

President: Kelly Johnson

Director of Strategy: Brian Wakabayashi

Management Supervisor: Laura Miley

Executive Producer: Mandi Holdorf

Senior Producer: Gabby Garder

Editor: Carson Bell

Genres: Comedy

Categories: Clubs and Bars, Sports and Leisure

McCann North America, Thu, 16 May 2019 10:41:35 GMT