“Mic’d Up” Astros offer behind-the-scenes view of life in baseball.
Over the course of around 200 batting practices — 30-some during Spring Training and another 162 during the season — there’s plenty of time to be filled while players go through the normal pregame routine on the field.
Infielders taking grounders, outfielders shagging fly balls and pitchers getting their hacks in the cages before the official beginning of BP is serious business, of course. But it also involves a lot of standing in one spot for long stretches. Naturally, over the course of a couple of hours, there’s plenty of chatter among teammates to pass the time.
These conversations often prove to be highly entertaining, which is what the Astros had in mind when they devised a new webisode campaign called “Mic’d Up.” The premise is pretty basic: they place a mic on a player as he goes through his gameday routine, and capture the interesting parts: the witticisms, the banter, the general back-and-forth between teammates and the support staff that works around them.
The webisodes, which first featured Bud Norris, followed by J.D. Martinez and Carlos Lee, are an expansion of the Astros ROOT. ROOT. ROOT. campaign, which last night received the 2012 American Marketing Association-Houston Crystal Award for the Best Branding/Rebranding campaign.
New webisodes featuring Chris Johnson, Jordan Schafer and first-base coach Bobby Meacham will be added in the upcoming days.
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 team.
In addition to the webisodes, the Astros have debuted a television campaign, which will be shown tonight on the Astros-Rangers telecast on FS Houston. The commercials feature 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.