The Chicago Cubs looked to BDA’s affinity club expertise to help refresh the Newborn Fan Club – a baby fan club set to launch nine months after the Cubs World Series win (just in time for the baby boom). The Cubs challenged BDA to revitalize infant apparel that would generate impressions and feel-good publicity to encourage Cubs families to sign up their little sluggers for the program. 

BDA collaborated with the Cubs to revamp the existing baby cap and developed an adorable “Rookie of the Year” onesie to match. Logistics were orchestrated to ensure on-time delivery for product placement media opportunities. 

Onesies and baby caps were distributed to a local Chicago hospital to celebrate the birthdays of the city’s newest Cubs fans. Happy families and babies wearing Cubs merch were viewed across print, online, broadcast and social media platforms (including appearances on TODAY, GMA, MLB Network and ESPN) generating 35.7M impressions translating into approximately $4M in estimated earned publicity value for the Cubs. A homerun promotion!