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2015
DODGERSCAMPAIGNR O U N D 0 5
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2015DODGERS CAMPAIGN
Tell the story of Time Warner Cable Sportsnet LA in an informative and emotive m
focusing on the product, the benefits, and the audience.
PRESENTATION GOAL
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2015DODGERS CAMPAIGN
C O N C E P T O 1
WE ARE SPORTSNET LA(Direct)
For this direction, we focus on defining the products and offerings
of TWCSLA in a clear and direct manner, educating newcomers to
the channel about all that the network has to offer.
DESCRIPTION
T W C S L A R E V I S E D
C O N C E P T O 2
GET MORE DODGERS(Hybrid Direct/Emotive)
This category focuses on the clear benef
offerings, while wrapping them in a deep
for Dodger fans.
DESCRIPTION
C O N C E P T 0 3
MORE THAN A GAME(Emotive)
This direction conveys the strength of TWCSLA’s product not
through numbers but by focusing on the emotional benefits of
Sportsnet LA for Dodgers fans: connection, pride, and identification.
DESCRIPTION
C O N C E P T O 4
WILD CARDS
A collection of ideas and executions tha
various capacities.
DESCRIPTION
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WE ARESPORTSNET L(DIRECT)
C O N C E P T O 1
For this direction, we focus on defining the products and offerings of
TWCSLA in a clear and direct manner, educating newcomers to the
channel about all that the network has to offer.
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2015DODGERS CAMPAIGN
For billboard/OOH executions, we could use a single “We Are” line over a powerful image of
Kershaw, Puig, Gonzalez, the locker room, Dodger Stadium, etc. Some Examples:)
WE ARE 140 EXCLUSIVE LIVE GAMESAn image of Puig hitting the ball high and wide, his bat still in hand
WE ARE DODGERS 365
An image of Kershaw winding up for the pitchWE ARE DODGER PRIDEAn image of Gonzalez celebrating with the team
WE ARE SPORTSNET LA
O O H
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
OUR STORY v1
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2015DODGERS CAMPAIGN
RIDE BLUE
For 2-4 weeks, Sportsnet LA takes over LA public transit in a big way. Imagine Metro/Light Rail trains w
to-end with TWCSLA branding. As each train pulls into the station, the cars would read in succession: “W
LIVE GAMES,” “24/7 365 COVERAGE,” “INSIDER ACCESS,” and finally “TIME WARNER CABLE SPORTSNE
a complete message of TWCSLA’s offerings.
Inside each train car is a custom WiFi network allowing people to watch the channel for the length of t
in exchange for providing their email address. The result would be exposing the network to a wide cros
Dodgers fans and potential customers.
BENEFIT: Buzz, Awareness, Education
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
OUR STORY v1
S T U N T S
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2015DODGERS CAMPAIGN
BLUE LINE STOP
Taking advantage of LA’s existing Metro Blue Line, running from Downtown to
Long Beach, TWCSLA would brand the train line for 2-4 weeks to create
customized “Blue Line Stops.” At certain stops along the line, commuters
would exit to find the platform decked out with blue couches, comfy chairs,
and big-screen TVs displaying Sportsnet LA content. Each stop would also
have a custom WiFi network that allows fans to sign up for Time Warner Cable
then and there.
BENEFIT: Buzz, Awareness, Education
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
OUR STORY v1
S T U N T S
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2015DODGERS CAMPAIGN
BLUE STOP
Across the city, we take over a number of bus shelters in highly trafficked areas.
We turn them into outdoor viewing oases for Dodgers fans to experience
TWCSLA. Each would be turned into a WiFi hotspot called a “Blue Spot”,
outfitted with a custom Dodger Blue La-Z-Boy for people to enjoy the TWCSLA
content on their devices for as long as they like.
BENEFIT: Buzz, Awareness, Education
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
OUR STORY v1
S T U N T S
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2015DODGERS CAMPAIGN
For billboard/OOH executions, we could use a single line over a powerful image of Kershaw, Puig, Gonz
locker room, Dodger Stadium, etc. focusing on the benefits of TWCSLA product.
THE PRIDE OF YOUR CITY IS 140 LIVE GAMESAn image of a huge mass of Dodgers fans doing the wave.
THE VOICE OF YOUR TEAM IS 24/7 COVERAGEAn image shot from behind Vin Scully in the booth looking out at the stadium
WE ARE THE HEART OF THE GAMEAn image of Gonzalez at bat, total dedication in his eyes
WE ARE HISTORY IN THE MAKINGAn image of Kershaw winding up for a pitch as lights flash around him
WE ARE SPORTSNET LA
O O H
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
OUR STORY v2
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2015DODGERS CAMPAIGN
CATCH IT ALL
Across L.A., we hide hundreds of TWCSLA-branded Dodgers baseballs in public places. Like the “cash hu
across Twitter in San Francisco, we create buzz around the hidden balls, and use social media to hint a
locations. Each baseball unlocks to open up and reveal a different prize inside, from free tickets to a fre
TWC cable. Also included is a lineup card that contains all of the benefits of TWCSLA. The quest to find
baseballs becomes a citywide scavenger hunt.
BENEFIT: Buzz, Awareness, Education
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
OUR STORY v2
S T U N T S
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2015DODGERS CAMPAIGN
There is no off-season
Our season never ends
170 Games. 365 Days a Year
Catch every moment. On and off the field
170 games is only half of our season
We’re always in extra innings
We get you closer to the Dodgers than ever before
Get access
A D D I T I O N A L O O H / P R I N T L I N E S :
C O N C E P T 0 1 : W E A R E S P O R T S N E T L A ( D I R E C T )
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GET MOREDODGERS(Hybrid Direct/Emotive)
C O N C E P T 0 2
This category focuses on the clear benefits of TWCSLA offerings, while
wrapping them in a deeper emotional payoff for Dodger fans.
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2015DODGERS CAMPAIGN
We’re not just a network. We’re invested in the Dodgers 24/7, 365 days a
because we love them as much as you do. Our commitment is as unwave
commitment of Kershaw, Puig, and the rest of our team. We’re dedicate
performance. Dedicated to greatness. Dedicated to access. Sportsnet LA
dedicated to giving you more Dodgers.
C O N C E P T 0 2 : G E T M O R E D O D G E R S ( H Y B R I D D I R E C T / E M O T I V E )
OVERVIEW
2015
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2015DODGERS CAMPAIGN
03. DEDICATION
This campaign would show a series of images that cover the exclusive access to the Dodgers
that only TWCSLA can provide:
O O H / P r i n t
C O N C E P T 0 2 : G E T M O R E D O D G E R S ( H Y B R I D D I R E C T / E M O T I V E )
v1 - Network Benefits
-Kershaw in the dugout, preparing. GET 140 LIVE GAMES
-Puig in the weight room. GET 24/7 COVERAGE
-Gonzalez in the locker room. GET INSIDER ACCESS
-Vin in his booth. GET CLOSER TO OUR TEAM
TWCSLA. GET MORE DODGERS
v2 - Spirit
-Kershaw in the dugout, preparing. DED
-Puig in the weight room. DEDICATED T
-Gonzalez in the locker room. DEDICATE
-Vin in his booth. GET CLOSER TO OUR
TWCSLA. GET MORE DODGERS
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2015
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2015DODGERS CAMPAIGN
04. LINEUP CARD
On a Dodgers-logo Managers’ Card, we see penciled in not the names of players, but a list of benefits f
1) 170 Live Games
2) 24/7 Insider Access
3) New Dodger Faces
4) Spring Training
5) Exclusive Interviews
6) Kershaw K's7) Vin Scully
8) Puig HRs
9) Gonzales RBIs
10) Dodger fan heaven
TWCSLA. GET MORE DODGERS
C O N C E P T 0 2 : G E T M O R E D O D G E R S ( H Y B R I D D I R E C T / E M O T I V E )
O O H / P r i n t
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MORE THANA GAME(Emotive)
C O N C E P T 0 3
This direction conveys the strength of TWCSLA’s product not through numbers bu
focusing on the emotional benefits of Sportsnet LA for Dodgers fans: connection, p
and identification.
2015
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2015DODGERS CAMPAIGN
TWCSLA is more than a destination for 140 games. It’s your exclusive ye
24/7 destination for Dodger passion. For the stories and traditions that
Dodgers such an important part of your life. It’s where you get closer to
than ever before, and where you get the best seat in the house for an inc
season. There’s never been a better way to access your passion.
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
OVERVIEW
2015
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DODGERS CAMPAIGN
01. OUR FIELD
Our field isn’t just outlined by the bases
It lives outside the diamond
Beyond the locker room and the weight room
The tunnel to the home game
And the bus to the away game
Our field stretches wider than a stadium
Across a city full of fansAnd a season full of stories
Our field is everywhere you’ll find the Dodgers.
And it lives here.
TWCSLA. MORE THAN A GAME
R a d i o / P r i n t
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
2015
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DODGERS CAMPAIGN
01. OUR FIELD v2
Our field isn’t just outlined by the bases
It lives outside the diamond
From the Chavez Ravine to the Venice Boardwalk
From the heart of the city to the base of the valley
Our field stretches wider than a stadium
Covering all the games and everything in between
Across a city full of fansAnd a season full of stories
Our field is everywhere you’ll find the Dodgers.
And it lives here.
TWCSLA. MORE THAN A GAME
R a d i o / P r i n t
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
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2015DODGERS CAMPAIGN
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DODGERS CAMPAIGN
02. BEYOND THE GAME
The game lives beyond
Balls, strikes, runs, and outs
It can change in a walk to the mound, or a surprising step out of the dugout.
It can be decided with a touch to the chin or a deep breath in the ninth.
The game lives in the spring, the summer, and the fall
In the clubhouse, the locker room, and the training field
In the hearts of players and fansThis is what it means to be a Dodger.
And this is who we are.
TWCSLA. MORE THAN A GAME
R a d i o / P r i n t
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
2015DODGERS CAMPAIGN
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DODGERS CAMPAIGN
S T U N T S
Leading up to the pre-season, we takeover strategic locations around LA to
offer fans a whole new perspective on the game. Bus shelters are
transformed into dugouts, with life-size images of Kershaw and Puig
“sitting” to the left and right of the commuter. City streets become outlined
with baseball diamonds. Temporary Dodger Dog stands are set up in
downtown areas. Park walls are painted like outfield walls.
While celebrating the Dodgers, we also brand the stations with TWCSLA
touchpoints - perhaps even an interactive screen that is connected to a
closed WiFi network that allows fans to sign up then and there.
BENEFIT: Buzz, Awareness, Education
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
03. OUR FIELD
2015DODGERS CAMPAIGN
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DODGERS CAMPAIGN
We’re all familiar with hearing the classic organ lead-up “Charge” at the ball game. But what if we could
hear it in unexpected places? We’ll equip several dozen car horns and tune them to different notes, so
that when they play together, they will in fact play the organ “Charge” theme in cue, one note feeding in
another. A group of 10 cars would create a kind of instant freeway flash-mob and surprise unsuspectin
Angelenos in their cars, making their day with a little nostalgia.
BENEFIT: Buzz
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
04. CHARGE YOUR PASSION
S T U N T S
2015DODGERS CAMPAIGN
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DODGERS CAMPAIGN
Our story goes beyond the field
The last pitch is just the beginning
Beyond the ballgame
140 Exclusive Live Games. Countless stories.
Spring & Summer & Fall & Winter
All Season Longer
From the clubhouse to your house
Every pitch is another story
Charge your passion all year long
A D D I T I O N A L O O H / P R I N T L I N E S :
C O N C E P T 0 3 : M O R E T H A N A G A M E ( E M O T I V E )
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WILDCARDS
C O N C E P T 0 4
A collection of ideas and executions
that might work in various capacities.
2015DODGERS CAMPAIGN
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DODGERS CAMPAIGN
WE SPEAK DODGERS
The game has a language all its own
It goes beyond the plays
Beyond the calls
Beyond the hand signals
It lives in every Wave
In every racing heartbeat
In every “Charge!”It's a language that every Dodger fan speaks
A language that unites a team
That brings a city together
And you’ll only find it here
TWCSLA. WE SPEAK DODGERS
R A D I O / P R I N T
C O N C E P T 0 4 : W I L D C A R D S
2015DODGERS CAMPAIGN
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HISTORY IN THE MAKING
A series of powerful cinematic images of key players (Puig, Kershaw, Gonzalez) in personal moments, a
handwritten type tells us their thoughts.
O O H / P r i n t
C O N C E P T 0 4 : W I L D C A R D S
• Kershaw alone on the mound in a dark empty stadium“Every pitch is a chance to make history.”
• Puig holding the bat close to his face in a tight CU. We see the stadium lights and cheering fans in sofbehind him.
“I still have records left to break.”
• Gonzalez sitting contemplatively in the dugout, watching the game.“My story doesn’t end off the field.”
TWCSLA. GET ACCESS
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THANK
YOUTime Warner Cable SportsNet LA acknowledges that t his presentation is intended for internal Time Warner Cable SportsNet LA use
only, and that some material contained in the presentation may not be cleared for public distribution. In addition, Troika shall not be
responsible for clearing any logos, service marks, trademarks, copyrights, or tag lines and will require a hold harmless and indemnityfrom Time Warner Cable SportsNet LA regarding all of the foregoing.