a Bringing the Magic of Target Field to Nicollet Mall, Vitilla-Style | Carmichael Lynch Relate
The Minnesota Twins

Bringing the Magic of Target Field to Nicollet Mall, Vitilla-Style

Categories: Other Industries Work

After pulling off a successful inaugural Mall Ball in 2018, Carmichael Lynch Relate and the Minnesota Twins set out to engage fans in a fresh way in the midst of an exciting 2019 season.

The twist? Vitilla-style ball — the Dominican Republic’s version of stickball that helped many professional players, like host Nelson Cruz and 2019 All-Star Jorge Polanco, hone their baseball skills.

Idea

Over the lunch hour on a beautiful July day, we surprised fans by turning a stretch of downtown’s Nicollet Mall into a pop-up Caribbean paradise with the Twins’ fun and bright new branding. Ten players from the American League Central Division-leading Twins, as well as Minneapolis Mayor Jacob Frey and St. Paul Mayor Melvin Carter, stopped by to battle it out vitilla-style.

Passersby were also treated to ballpark fare, including La Bandera Dominicana, a Dominican-inspired dish, and live music from local bands The Blind Shake and deM atlaS. It was a true celebration of a special year for the Minnesota Twins.

While the event was under wraps to the public until the morning of, we gave media a heads-up that it was on the horizon, under embargo. Local media personalities — from Ben and Dana at Go 96.3 to Audra Martin of FOX Sports North — stepped up to the plate to take swings, and we shared a media alert with key contacts to get in front of coverage and encourage front-row media attendance.

Results

– 2,000 fans stopped by Nicollet Mall to catch a glimpse of the action, cheer batters on and grab a bite to eat
– 20+ local earned media placements across print, online and broadcast for 57MM+ impressions.
– 10 Twins players, media members, select lucky fans and two mayors — outfitted in custom Twins jerseys — joined the lineup for three rounds of ball.

tower