Case Study: Milwaukee Brewer’s Racing Sausages
The Milwaukee Brewer’s Racing Sausages- a concept that started small and grew to represent a company, a professional baseball team, and a city.
In the early 90’s it all began simply enough as one of many scoreboard races. This race featured pictures of 3 of the more popular grilled sausages served at Brewers home games racing one another while “Chariots of Fire” music played in the background. Klement’s Bratwurst, Polish, and Italian sausages became a staple of every home game racing after the 6th inning to an enthusiastic crowd.
The scoreboard race became wildly popular and someone had the foresight to develop character costumes of the racing sausages that would race one another on the field. In 1995 the Bratwurst, Italian and Polish took the field for the first time. In time a Hot Dog Character was added to the line-up and in July of 2006, the Brewers expanded their mascot family again by adding a Chorizo costume to the race ---Klement’s and the Brewers have not looked back since.
The success of the promotion is evident by the demand the costumes generate. There are countless requests for appearances and the sausages even travel around in their own fully decorated van. They have made guest appearances around the country, been featured in 100’s of newspaper articles, stars of an ESPN commercial, they even have their own 5K run/walk. When the announcement was made that the Brewers were adding a Chorizo costume, there were over 100 press releases in papers nationwide, the race was televised and analyzed on ESPN and Fox Sports and was the topic of conversation on countless national radio programs.
The characters have become one of the more popular and unique features of games at Miller Park and the Brewers have capitalized on their success. In the stadium you can buy a variety of items featuring the sausages including: key chains t-shirts, plush toys, bobbleheads, pins, dolls, etc. The Sausages have brought unimaginable amounts of publicity to the Brewers and Klement’s (the sausage manufacturer). By coming up with a creative idea and running with it the Brewers and Klement’s have brought themselves priceless free advertising, publicity, and goodwill.
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