In Which the 'Cats Welcome A Rat
But baseball does not rest, so neither shall I. Instead, let me bring you a story that tugs at the heartstrings while also serving as an effective and highly creative example of effective guerrilla marketing.
Today, the Tri-City ValleyCats disseminated the following information:
[The ValleyCats] have
announced the adoption of former Albany River Rats American Hockey
League mascot, Rowdy The Rat. He will be formally introduced on June
18th when the ValleyCats take on the Connecticut Tigers on Opening Night
at Joseph L. Bruno Stadium.
Rowdy, who has made his home in Albany since 1993, was left behind when
the Albany River Rats franchise announced its relocation to Charlotte,
North Carolina, following the conclusion of the 2009-2010 season.
Here is Rowdy with his new family: (photo lifted from HERE)
In order to build up interest and intrigue regarding the outcome of this ultimately heartwarming tale, the ValleyCats produced a series of anonymous online videos that incorporated local sponsors, media partners, and non-profit organizations.
These videos are genuinely moving, and resulted in some always-coveted “buzz” leading up to the big announcement.
Rowdy Says Goodbye
Rowdy’s Down and Out
A Very Special episode of Pet Connection
All Is Revealed
So all is now well, with Rowdy the newest member of the ValleyCats family. The team even has the adoption papers to prove it.