The White Sox unveiled the 2013 marketing campaign – “Make an Impact." This follows in the footsteps of “Appreciate the Game," which came after “All in.”
The sequence of these campaigns is interesting. After an abysmal 2011 season, we were "ALL IN" on getting rid of Ozzie.
I don’t know about you all, but I most certainly appreciated the game last season. Not just the game, but the team, as well. The 2011 & 2012 teams were like night and day. I think "Appreciate the Game" was a bit of a cop out, to be honest after the more bold "All In" slogan backfired on the team in 2011 - but in the end, it worked. I mean, how could you not appreciate the game while watching a team like the 2012 White Sox?
The 2011 season was driven by Ozzie answering questions about his contract and oozing negativity. The team played like it was already defeated. Robin Ventura brought new life to the South Side. We saw a team that fought hard battles and had fun doing it. We had fun with them – we appreciated the new attitude. It’s like Brooks Boyer is clairvoyant.
You can really analyze what is behind “Make an Impact” until the end of the season. Where will we see the most impact?
Chris Sale's arm?
Adam Dunn's bat?
The team's revengeful mindset?
The bottom line is, the White Sox want you to care. They want you to care as much as they care.
Die-hard fans will continue to care – that’s part of being one. Cubs fans will continue to be jealous. Detroit fans will continue to rub last September in our faces. It's just how it'll go ... there's no way around it.
I like this new campaign because it’s quick to the point. There is no glorified exaggerations here – to succeed at this game takes a lot of hard work, early and often.
MLB marketing campaigns are interesting to me. While winning new fans is nice, it is also hard. It’s more like they exist to remind people why they love the game, why they scream at their TVs, why they sit outside in 120-degree heat to eventually see Youk hit a walk-off single in the 10th on the 4th of July because, let me tell 'ya, was that awesome to watch.
How will the team make an impact, not only on the field, but in the community? How will we as fans impact the team? How will we spin this and apply it to our own lives?
2013 is ready for us. No matter if you love the new slogan or not, let’s make an impact; one way or another.