The Albuquerque Isotopes are but one of 33 teams participating in the Copa de la Diversión, Minor League Baseball’s new multicultural marketing program tailored to attracting local Hispanic and Latino communities to the ballpark. The Isotopes did show off how to do the promotion right when they transformed into the Mariachis de Nuevo Mexico as part of their Cinco de Mayo celebration that included special mariachi jerseys, Mariachi bands and Ballet Folklorico dance groups, and pinatas hanging from the ballpark entrances.
Albuquerque’s promotion not only attracted a record crowd to Isotopes Park, but also earned the Pacific Coast League franchise the top promotion award for the month of May and a spot among the finalists competing for a coveted Golden Bobblehead at the Minor League Baseball Promotional Seminar in Des Moines, Iowa, in September.
It is certainly an honor well-earned. Not only did the Isotopes—or rather, the Mariachis de Nuevo Mexico—attract a team record 16,975 fans to the ballpark, they also were a hit on social media with 107,977 total Twitter impressions between the Isotopes and Mariachis accounts. The rebrand was equally successful at the merchandise stands, with the team reporting record-breaking sales. The team has said it plans to incorporate the Mariachis identity more frequently in the future.
Roll out the red carpet, it’s Golden Bobblehead time again.
The five finalists for the top promotion from the month of May have been announced by Minor League Baseball. The winner qualifies as a finalist for a Golden Bobblehead award, a recognition of promotional greatness awarded after the season at the annual Minor League Baseball Promo Seminar.
This month’s nominees were selected from more than 70 entries and embrace the fun, fan-friendly and community-minded spirit of the sport. Each month, teams can either nominate promotions or events of their own or other teams for the award. The winner qualifies as a finalist for the Promo Seminar held in Des Moines, Iowa, where they will present their promotion before their peers, who will then vote on winners in the following categories:
Best Theme Night
Best In-Game Promotion
Best Non-Gameday Event
Best Community Promotion or Event
Best Digital Campaign or Activation
So, ladies and gentlemen, the nominees for the top promotion in the month of May are . . .
Not only did the Albuquerque Isotopes have the cutest promotion in minor league baseball yesterday, the Pacific Coast League franchise also drew the biggest crowd in the sport.
The Isotopes passed out a team card set featuring players posing with dogs from a local animal rescue to the first 3,000 fans at Isotopes Park last night. I know. How great is that? So great that it helped them draw 8,222 fans last night, tops in the minors (the complete attendance top 20 can be found at the bottom of this post).
Today at Isotopes Park, the best baseball card team set in the history of sports will be given away to the first 3,000 fans. #ABQTopes players and rescue pups from @AnimalHumaneNM are featured once again in the 2018 set.
“While we are not privy to what other cities or team ownerships are doing, the idea of Pueblo having their own team would be great for professional baseball in Colorado, for our franchise and baseball fans in Colorado Springs,” Ensor told the Colorado Springs Gazette.