Integrated Campaign Delivers Celebrity Status for Rawlings Gold Glove Award

Rawlings asked Fleishman-Hillard to create a 50th anniversary campaign that would recapture its ownership of the famous Rawlings Gold Glove Award®. The resulting integrated marketing campaign incorporated media relations, emerging media, retailers, high-profile events, celebrity spokespeople, and more. To mark the milestone, fans across the U.S. were asked to vote for members of the All-Time Rawlings Gold Glove Team. Retailers played a key role in the program, not only as a voting destination but also as a location to promote an exclusive sweepstakes. Nearly 1 million votes were cast at the newly created Web siteRawlingsGoldGlove.com. The media and fan frenzy continued until the ballot was revealed at a high-profile event that had ESPN‘s Chris Berman as master of ceremonies. Baseball legends Willie Mays, Frank Malzone, and Minnie Minoso — all members of the original 1957 Rawlings Gold Glove Team — were on hand for the celebration.