Campaign Overview: The New York Yankees’ television network, YESNetwork, wanted to leverage the immediacy of mobile with the popularity of its Player of the Game television segment.

Campaign Objective: To extend the interactivity of the Yankee Player of the Game, enhance fans’ experience and create an interactive mobile branding channel.

Marketing Tactics: YESNetwork encourages Yankee fans to participate with SMS mobile voting during the seventh inning of each Yankee broadcast. The Player of the Game call-to-action appears on-screen and lists four top performing players to be selected. Participants text 1, 2, 3 or 4 to the short code 58772 to vote. The Player of the Game mobile campaign vote extends to basketball, as New Jersey Nets’ games are also broadcast on the YESNetwork. To include attending fans, Player of the Game mobile voting call-to-action placements are promoted at Yankee Stadium and the Izod Center, home of the Nets.

Conclusion: With an easy-to-use, cost-effective mobile marketing solution, YES has increased fan participation in two major sport verticals. YES continues to climb in television ratings and the addition of a mobile marketing channel, Yankee and Nets’ fans can now participate from anywhere directly from their mobile phone. YES delivers mobile content requested by fans and continues to invent creative strategies to build on an already established Yankee dynasty. Maybe mobile can help the Nets win their first championship since entering the NBA in 1976.