The National College Baseball Championships are a longstanding tradition, attracting fans nationwide to cheer on their favorite teams each June. This year, the Omaha Baseball Village offered a unique opportunity for consumers to learn more about how dairy gets from the farm to their tables through Midwest Dairy’s “Get Moo’d Up” activation. This month-long series of events and media activations reached over two million consumers in partnership with Summit Media and the Omaha Baseball Village. The College Baseball Championships typically draw 400,000 visitors and appeal to Gen Z, college and high school students, as well as their parents, all key consumer audiences.
One primary element of the monthlong campaign was sharing dairy farm stories using on-air radio talent, social influencers and digital ads to reach targeted consumers. To prepare for engaging with listeners, three Omaha radio personalities toured several dairy farms in May. Molly from Channel 94.1 toured Hildebrandt Dairy Farm in South Beloit, IL, Cheryl Kaye, Star 104.5’s resident foodie visited Larson Farms, Inc of Creston, NE, and Nick Handley, sports personality on AM590 toured Mohrview Farm, Inc. of Omaha, NE. Each was able to see the dairy industry firsthand and ask questions of the farmers. The radio personalities posted their farm encounters on each station’s social channels as well as a website developed specifically for the Get Moo’d Up campaign.
During the College Baseball Championships, Midwest Dairy also hosted an engaging booth offering live remote broadcasts, dairy-themed giveaways, product sampling, live calves and a presence from the Nebraska Dairy Princess, Midwest Dairy Ambassadors, social influencers, and local dairy farmers. Consumer engagement continued throughout the month of June thanks to Summit Media, who promoted the event heavily on air across three stations and provided opportunities for listeners to win a “Moo Crew” appearance at a location of the winner’s choice such as school, work, or gym. Incorporating key sustainable nutrition messages, the stations kept their audience engaged with weekly dairy surprises to “Get Moo’d Up” and further amplified messages through digital ads. Two millennial social influencers who attended the event also shared content reaching an additional 250,000 consumers.
Throughout the month of June, this campaign garnered more than 2,000,000 impressions in addition to traffic at the events themselves. For more information on the “Get Moo’d Up” campaign, visit www.getmoodup.com.