New Cubs Marketing Campaign Highlights Insane Cubs Fans

New Cubs Marketing Campaign Highlights Insane Cubs Fans

Author Rita Mae Brown coined the saying: “Insanity is doing the same thing over and over again but expecting different results.”

The Chicago Cubs are currently in a 104 year championship drought. Yet they play Major League Baseball every season and their committed fans show up in droves every season to see them.

The Cubs have launched a new marketing campaign that honors the unrivaled dedication of Chicago Cubs fans and the team’s commitment to ultimately reward the most loyal fans in all of sports with a World Series Championship. Yes, this promotion is about the craziest of all sports fans, not the casual or reasonable fan. And remember the word "fan" itself is short for “fanatic.”

The “Committed” campaign launches this week and will feature authentic stories from actual Cubs fans, including Jeff and Jessi Galbraith, a couple from Indianapolis who got engaged at Wrigley Field; Adam Weiler of Chicago, who triumphed over his wife’s efforts to raise their son as a Brewers fan; and David Eagan, a South Side security guard who proudly sports a tattoo of a Cubs logo and Ron Santo’s signature on the back of his head. Yes, these Cubs fans are committed alright.

Various print, online and radio advertisements will appear in the Chicago area this week. You'll also see them on the CTA Red Line, Blue Line and Brown Line platforms, as well as billboards on major highways and streets throughout the city. Starting in April, a second phase will include television spots illustrating fan and player commitments to the Chicago Cubs, as well as an online and social media campaign inviting fans worldwide to share their stories through videos, photos or essays.

“This has been a dream assignment for our agency,” said David Selby, president and managing partner of SCC, the firm who partnered with the Cubs on the promotion.  “The emotional relationship that exists between the Cubs and their fans is truly unique, and our campaign celebrates this mutual commitment by telling the remarkable stories of real fans with humanity, humor and authenticity.“

Now I know what you’re saying- “committed” is what you do with crazy people; you "commit" them to the mental health institution. Well, Chicago Sun-Times columnist Rick Telander made the joke yesterday. I'm sure this drew the ire of some Cubs fans.

Well, let's hope his boss Sun-Times Chairman Michael Ferro has a sense of humor about this. Ferro is BFF with Cubs owner Tom Ricketts, and that was a pretty nice swipe at the Cubs organization.

Paul M. Banks is CEO of The Sports, a Google News site generating millions of visitors. He also contributes regularly to MSN, Fox Sports , Chicago Now, Walter and Yardbarker

A Fulbright scholar, author and MBA, Banks has appeared on the History Channel, as well as Clear Channel, ESPN and CBS radio all over the world. President Barack Obama follows him on Twitter (@Paul_M_BanksTSB)

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