Eckert‘s Country Store & Farms, famous for locally grown produce and the largest “Pick-our-Own” orchards in Illinois, wanted a way to reinforce their messaging with the St. Louis sports audience in a fun and interactive way.
Incorporating Eckert‘s “Pick-Your-Own” branding into a text-to-win program at Busch Stadium, baseball fans were encouraged to “Pick-Their- Own” song by texting their vote to a designated shortcode during select St. Louis Cardinals games, with the winning song playing during the 7th inning stretch. All contestants that participated were eligible for a chance to win an Eckert‘s prize pack and a once-in-a-lifetime experience of riding around the warning track at Busch Stadium on an Eckert‘s wagon before a game.
By partnering with a sports team, Eckert‘s was able to capitalize on borrowed brand equity by incorporating themselves with a unique in-game experience. The contest provided pre-game exposure to an estimated total of 600,000 fans and in-game total of 1.2 million fans as the results were displayed on the digital board during the 7th Inning Stretch.