OK, now we know: the Great Falls White Sox are now the Great Falls Voyagers – that was what the WeMakeContact campaign has been leading up to.
So we’ve got a new name, new logo, new mascot for our semi-pro baseball team. Was the overall marketing effort effective, and worth the buildup?
GOOD: Effective use of all media — billboards, TV, radio, internet, even clothing. Got people talking, wondering. Tied in to local history (Mariana incident). Gave a specific date – a deadline for people to focus on. Clues were ambiguous enough to keep the speculation going. Additional clues were released to give folks more to chew on, with updates on the site giving credit to the folks who figured out some of the hints.
BAD: the “reveal!” I think most people were hoping for something new – not just a “re-branding” of an existing product. Yes, I think the name Voyagers is better than White Sox (or Dodgers, etc), but a new name, logo, and mascot for a baseball team that is already here might be a little less satisfying than introducing something new – something that Great Falls didn’t already have. Of course, since I’m not a sports fan, my opinion is slightly skewed. I’m sure that some of the local baseball fans are excited about this!
Still, I’ve got to give credit to the folks behind the marketing campaign – well done! And kudos to Jason for being the first one (here, anyway) to correctly guess that the “invasion” was about baseball!