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MediaBuyerPlanner: Nike has launched an in-store, poster and print campaign for Major League Baseball that has maps showing the U.S. divided along fan loyalty lines.
Nike is sending the maps to MLB teams this week for display in stadium stores, writes Adweek. The boundaries of fan loyalty were researched by Cole & Weber of Seattle by monitoring chat groups and enthusiast sites.
The maps also include hometown icons, such as the subway in the New York Mets section. "We were interested in tapping into all those things that are unique to baseball - the curses, the myths and the rituals," Todd Grant, ecd at Cole & Weber, is quoted as saying. "Each baseball country has its own rules and personality."
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