Aberdeen Steamed Crabs

Maroon PR Shell-abrates Steamed Crabs Baseball in Aberdeen

Background:

The Aberdeen IronBirds, Class A short-season affiliate of the Baltimore Orioles, tapped Maroon PR to announce its promotion paying homage to Maryland’s most hallowed tradition of picking steamed crabs. For one game only on Friday, August 11, the IronBirds will change its named to the Aberdeen Steamed Crabs, transforming “Birdland” into “Crabland.”

Strategy:

To showcase the coming of the Aberdeen Steamed Crabs, Maroon PR developed a strategy to share the announcement with key members of the local and national news, sports and baseball media landscape. Timed in connection with National Crab Meat Day on March 9, the team drafted and distributed a press release announcing the promotion, as well as an electronic media kit including media materials, new Steamed Crabs logo and uniform mock-ups. Throughout the morning of March 9, Maroon PR also shared Aberdeen Steamed Crabs T-Shirts and crab mallets with select local TV and radio stations for inclusion in their evening broadcasts.

Results:

Through Maroon PR’s outreach efforts, the announcement garnered over 4.2 million+ impressions, worth $250k+ in publicity value. Key local and national coverage secured include Sports Illustrated’s Extra Mustard, The Baltimore Sun, MASN Sports, WJZ-TV, WBAL-TV and WMAR-TV, as well as live and taped interview opportunities for IronBirds General Manager Matt Slatus with WBFF-TV and WBAL 1090 Newsradio. Notable social media mentions secured through Maroon PR’s efforts include ESPN’s Darren Rovell (1.72 million followers), Sports Illustrated (1.6 million followers), The Baltimore Sun (248k followers) and Uniwatch (109k followers).

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