As more and more companies feel secure diverting traffic from their .com site to Facebook as means of promotion, we'll see more stuff like this latest offering from New Era. Making use of John Krasinski and all-of-a-sudden prominent Alec Baldwin, New Era is using the passion related to the New York Yankees/Boston Red Sox rivalry, as well the familiar faces from two popular NBC sitcoms, to promote their desire to sell baseball caps.
Naturally, the two hats featured on New Era's Facebook page are from the Yankees and the Red Sox -- east coast bias for the win -- and considering that the Yankees are the most popular logo in New Era's inventory, that comes with little surprise.
With their latest promotion, New Era invites their Facebook fans to vote for their favorite team, the Yankees or the Sox. To help fans decide -- as if such a rivalry needs help adding fuel to the fire -- New Era has solicited the help of Baldwin for the Yankees and Krasinski for the Red Sox. There's even a video of the two trash-talking each other, giving a little bit of sizzle to the "Rivals Are Forever" promotion:
Fans can select which team they support -- in this case, it's Team Baldwin or Team Krasinski -- currently, the Red Sox are leading but this weekend's Yankees/Sox series may change that.
Of the promotion, New Era's CEO, Christopher Koch, offered these thoughts: "We've created a campaign that celebrates the most talked about aspect of Major League Baseball – the rivalry, and we've taken one of baseball's most recognizable rivalries and used it as a catalyst to inspire fans everywhere."
While the concept of a company asking traffic to visit another company's site in order to promote products is still a little crazy, clearly, the idea is go where the traffic is. Of course, considering the popularity of New Era caps, they would still be found even if they didn't have a Facebook profile, bringing the question of why use Zuckerberg's creation when NewEraCap.com works just fine.