Media Buys Are Dead. Long Live Media Partnerships.

David Marine – VP of Brand Engagement, Coldwell Banker Real Estate

Nick Dimitrakiou – CEO, Convidence

Attention vs. Distraction

Herbert A. Simon

“In an information-rich world, the

wealth of information means a dearth

of something else…

What information consumes is rather

obvious: it consumes the attention of

its recipients.

Hence a wealth of information creates

a poverty of attention.”

How do you breakthrough?

6

em•pa•thy/ˈempəTHē/ noun

The ability to step into the shoes of another person,

aiming to understand their feelings and perspectives

and to use that understanding to guide our actions.

7

That means feeling into

the emotions of people.

Because

empathy

is a story

about human

relationships.

…even between brands and people.

The value of a home.

Holding up a mirror to consumers.

There’s no place like home.

• Baseball and home are synonymous

• Seasons for MLB & real estate are

aligned

• MLB players travel more than any

other athlete

• Does home mean as much to them as

it does to us?

More than just media…

• Network engagement

• Posters

• Weekly emails

• Local “captains” on social

• PR outreach

• Social media push

• Created promotional assets

• Connected w/ players & teams

• Site promotion

• Extended “Home Field” to TV

• Comcast Sports

• ESPN Baseball Tonight

Why MLB?

Results!

Results?

• Over 6 million social engagements

• Avg. time spent = 3.5 minutes

• Top tier partnership for network

• Created a baseball platform that

could be built out

• Renewing campaign in 2015

• Gave birth to TV creative

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