In Which Tweeting Leads to Eating

sandgnat.jpgBelieve it or not, I’ve gotten a little bit (heart)burned out on Minor League food news. But the latest and greatest innovation to come down the pike is interesting not just for its colossal caloric content.

The Savannah Sand Gnats will be serving two brand-new menu items at Grayson Stadium this season, the end result of an interesting case study in fan interactivity and the power of social media. Here’s how it went down.

This past Saturday, CNBC sports business reporter Darren Rovell asked his huge cadre of Twitter followers to come up with “The next great ballpark food.” Impressed by the response, he then decided to compile the suggestions and put them to a vote on his blog. Savannah Sand Gnats director of communications Toby Hyde quickly reached out to Rovell, saying that his team would put the winning items (main course and dessert) on the concession menu at Grayson Stadium.

The polls opened on Monday afternoon and closed 24 hours later, a span of time in which 2500 votes were collected. And the winners are:

Chicken and Waffles (27%) and S’Mores Panini (39%)!candw.jpg

The former was submitted by an attorney in San Francisco, with the stipulation that waffles would be used as buns. The latter, meanwhile, is “Nutella, Fluff, crushed graham crackers on Italian bread, grilled on a panini press.” Not coincidentally, it was submitted by the owner of a panini business.

From start to finish, this whole endeavor lasted less than 72 hours. But in that span of time, the Sand Gnats received national publicity as well as a great new marketing angle — exciting concession items!

Rovell and the Sand Gnats have provided an easily adaptable template, and I find myself crushed by the sheer inevitability of similar promotions happening in the future.

– At this juncture in the blog post, it’s time to stop writing and let some videos do the talking. Yesterday, the Pawtucket Red Sox released episode two of their Scavenger Hunt extravaganza. I am posting this because of the absolutely hilarious performance turned in by the Tae Kwon Do instructor:

Meanwhile, this video from Hudson Valley shows that old-school arcade classics can (and in fact should) be adapted into on-field post-game live-action contests. Bonus points for the onfield host, who flat-out tells a contestant that “dude, you’re terrible.”

benjamin.hill@mlb.com
twitter.com/bensbiz

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