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Monday, October 21, 2013

Source Goes Global for Brand USA


When potential clients come to us and say, “Source, we need a plan,” we usually reply something along the lines of “great! Let’s get started.”

But when a potential client comes to us and says, “Source, Brand USA needs your help to evaluate, create, implement and measure a cross-platform activation for our 2013 brand sponsorship with the World Baseball Classic, and you have two months to do it,” we say “you had me at US.”

And so our global endeavor began, and we were off to Japan with our official USA spokesman, Bobby Valentine. Amid ballpark tours from Puerto Rico to Taiwan to San Fran and Miami, we worked across 14 time zones to create custom stadium signage, a mobile interactive video/photo booth, and a Q&A USA trivia segment that played on the stadium big screen during the seventh inning stretch and was hosted by the charismatic Bobby V. Within only 8 weeks’ time, we harnessed the Brand USA vibe, gave it the American pastime twist and toured the “” message around the world, earning tens of millions of global impressions and making our client very happy. After all was said and done, we were reluctant to say goodbye when the last out was caught in the final game at AT&T Park, but we were proud to have served our country’s tourism division as the agency selected to promote the USA in the 2013 World Baseball Classic.