HOUSTON, TX - The Houston Astros have created a new television and webisode campaign that will provide a unique and entertaining behind-the-scenes look at the players and coaches on the 2012 ball club.
The new television creative and webisodes are an expansion of the Astros ROOT. ROOT. ROOT. campaign, which last night received the 2012 American Marketing Association-Houston Crystal Award for Best Branding/Rebranding Campaign. One of the objectives of the ROOT. ROOT. ROOT. campaign, which was launched in March, is to provide fans with an up-close-and-personal look at the 2012 Astros team.
The television campaign, which will debut on FS Houston during tonight's Astros-Rangers telecast, features clips showcasing the intense mental and physical preparation of several players while their voices provide a backdrop description. This leads to a short, exciting reel of recent Astros game highlights. Throughout the season, new creative will be introduced highlighting the Astros young, driven players and the "play hard, play smart" attitude that they bring to their jobs each day.
The Astros have begun to release entertaining new webisodes on astros.com this week featuring players wearing microphones both during batting practice and in-game. These unique and sometimes humorous webisodes provide fans with the rare opportunity to hear the player's perspective while on the field and in the dugout.
Webisodes featuring Bud Norris, J.D. Martinez, and Carlos Lee are on the site now. New webisodes featuring Chris Johnson, Jordan Schafer and first-base coach Bobby Meacham will be added in the upcoming days.