Chicago Cubs Launch New Marketing Campaign Featuring Authentic Fan Stories | Understanding integration AUT |

This article discusses the launch of the Chicago Cubs new marketing campaign that focuses on the theme of commitment. Rather then a commitment towards rebuilding the organization to win a World Series championship, the campaign is focused on honoring the unrivaled commitment and dedication of Chicago Cubs fans by featuring authentic stories about fans and players.


So will this work? Will Cubs fans remain loyal even though the team has not won a World Series in over 100 years?


Sports fans are known for having emotional ties to their favourite teams, whether it is a high school, college or professional team. I would argue that it is within the Cubs best interest to use marketing initiatives such as this campaign as leverage to reinforce the current emotional connection fans already have with the team. People become emotionally connected to a brand for a variety of reasons. This campaign takes advantage of the fact that the brand stands for something important to fans, it connects with them on multiple levels across several senses, and it makes them feel good. The campaign will also illustrate a sense of community, an important human motivation. The more valued these fans feel, the stronger their attachment will be to the organization, the more they will identify with it, and they will consequently be more inclined to forgive the team for their failures. 


Carley Williamson, 0605 2579, COMM335-2, Emotion, Campaign, Baseball 

Via Joachim Scholz, PhD