Inspired by the signature winning Gatorade® splash of Kansas City Royals catcher, Salvador Perez, the Kansas City Royals’ “Salvy Splash” billboard won an international Bronze CLIO Sports Award Thursday in New York. The CLIOs is an esteemed international awards competition that celebrates high achievement in advertising creativity.
Walz Tetrick Advertising (WTA) in collaboration with the Kansas City Royals marketing team and OUTFRONT Media, developed the spectacular outdoor billboard to celebrate the team’s World Series Championship win in a big way and drive pre-season excitement. The board featured Salvador Perez wielding a gigantic, 3-dimensional orange cooler. The World Series MVP appears to drench the city with Gatorade and ice.
“Every fan deserves a Salvy Splash,” said Michael Bucek, vice president of marketing and business development, Kansas City Royals. “We wanted to show our fans how important they are to the Royals’ success. We’re thrilled with the response the work received at the CLIO Sports Awards, but even more so with the reaction from our most important audience: Royals fans.”
The board integrated traditional media with digital and social activation. Using Perez himself to launch it, the Royals encouraged fans to take selfies using the #SalvySpash hashtag for a chance to win a World Series prize pack. The Royals awarded one prize pack per week for the best photo posted on Twitter or Instagram. Within 24 hours, the billboard appeared all over the media and on social media platforms.
“Fan engagement is our priority and we wanted to show fans how important they are,” said Jeff Chase, executive creative director, WTA. “Digital and social components encourage fan engagement and overall create a more personal experience with the team. Our goal is to tap into that emotion of what it means to be a fan.”
This is the second CLIO win for Walz Tetrick, the Kansas City Royals and OUTFRONT Media. They won a Gold CLIO last year for their 2014 billboard of Alex Gordon sliding into base, scraping the billboard clean as he rumpled the fabric ahead of him. The creative pre-season billboard has become a fan favorite, with anticipation already high for 2017.