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- Toshimasa Mitsutake
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Foul Ball Helmet Papercraft
The Foul Ball Helmet Papercraft campaign by Fox Sports Japan in 2013 was a highly creative and unique advertising strategy designed to engage a younger audience and reignite interest in baseball, especially in the face of growing competition from other sports like soccer and the increasing popularity of the World Cup.
Two-Phase Campaign Strategy:
Phase 1: The Rumor The campaign began by spreading a playful and intriguing rumor online: “Watch Fox Sports to see such realistic footage that you might not be sure if a foul ball is going to fly out of your TV screen.” This mysterious statement quickly captured the public's imagination, particularly among online sports communities, sparking curiosity and excitement around what Fox Sports might be planning. The rumor generated a buzz, teasing the idea of an ultra-realistic viewing experience that promised more than just the usual televised games.
Phase 2: Revealing Foul Ball Armor Ten days later, Fox Sports Japan revealed the truth behind the rumor: they had developed the Foul Ball Armor, a specially designed “protective gear” to shield viewers from the possibility of foul balls flying out of their TV screens. However, instead of a real piece of sports equipment, this turned out to be a papercraft helmet — a fun, DIY paper model that fans could download and build themselves. This clever twist played on the initial hype and turned it into a viral, interactive experience that encouraged fans to get involved and share their creations online.
By blending humor, creativity, and social media engagement, the campaign helped Fox Sports Japan stand out in an increasingly competitive sports broadcasting landscape. It also reinforced the brand's image as fun, innovative, and closely attuned to the interests of younger viewers, ultimately boosting their visibility and appeal in the Japanese market.
Two-Phase Campaign Strategy:
Phase 1: The Rumor The campaign began by spreading a playful and intriguing rumor online: “Watch Fox Sports to see such realistic footage that you might not be sure if a foul ball is going to fly out of your TV screen.” This mysterious statement quickly captured the public's imagination, particularly among online sports communities, sparking curiosity and excitement around what Fox Sports might be planning. The rumor generated a buzz, teasing the idea of an ultra-realistic viewing experience that promised more than just the usual televised games.
Phase 2: Revealing Foul Ball Armor Ten days later, Fox Sports Japan revealed the truth behind the rumor: they had developed the Foul Ball Armor, a specially designed “protective gear” to shield viewers from the possibility of foul balls flying out of their TV screens. However, instead of a real piece of sports equipment, this turned out to be a papercraft helmet — a fun, DIY paper model that fans could download and build themselves. This clever twist played on the initial hype and turned it into a viral, interactive experience that encouraged fans to get involved and share their creations online.
By blending humor, creativity, and social media engagement, the campaign helped Fox Sports Japan stand out in an increasingly competitive sports broadcasting landscape. It also reinforced the brand's image as fun, innovative, and closely attuned to the interests of younger viewers, ultimately boosting their visibility and appeal in the Japanese market.
Sponsored: Google Advertising
