D-backs launch comprehensive campaign encouraging fans to "Join the Evolution"

The Arizona Diamondbacks (@Dbacks, @LosDbacks) launched their comprehensive marketing campaign today with the focus on encouraging fans to "Join the Evolution." The fully integrated campaign includes print, radio, digital and television advertisements that will be seen and heard throughout Arizona as well as traditional outdoor elements including billboards, light pole banners in Downtown Phoenix and a fully wrapped light rail train. The first television commercial of the campaign can be seen here.
The digital and social elements of the campaign are centered around the website dbacks.com/evolution, where fans will see exclusive content, be able to join the team's social media networks and beginning tomorrow, be able to purchase single-game tickets to any of the D-backs' regular season games. The hashtag #JoinTheEvolution will be used throughout the campaign.
"There is a tremendous buzz around the state right now as we get ready to start Spring Training this week and tickets go on sale for Opening Day and all of our games," said D-backs President & CEO Derrick Hall. "This campaign is a call to action for our fans to take part in all of the new things on and off the field this season. From our new uniforms and four newest All-Stars, to this weekend's SUBWAY D-backs FanFest, there are so many reasons for fans to be excited and a number of different ways that they can get involved."
The "Evolution" campaign began in November when the D-backs announced they would be changing uniforms in 2016, with the public unveiling taking place on Dec. 3. The next day, the team signed free agent pitcher Zack Greinke to a franchise-record six-year contract and the following day, hundreds of fans lined up to meet their favorite players as they signed autographs at six malls across the Valley. Since then, the club has added All-Stars Shelby Miller, Jean Segura and Tyler Clippard to perennial MVP candidate Paul Goldschmidt and All-Stars A.J. Pollock and Patrick Corbin.
The team's new uniforms, a focal point of the campaign, will be on display at this weekend's SUBWAY D-backs FanFest, which will be held from noon to 4 p.m. this Saturday, Feb. 20 and typically draws more than 25,000 fans. A photo gallery of the new uniforms can be seen at dbacks.com/evolution.
This year's campaign will also be replicated in Spanish and seen throughout the Valley, utilizing the slogan and hashtag #UneteALaEvolucion.