Chicago Cubs TV Network Wants Those Who Don’t Get It Yet to Get It

Marquee Sports Network, the TV home of the Chicago Cubs, has released a new series of work building off their ‘We Get All Of It’ campaign that launched last year.  Last year's campaign focused on building a relationship with core fans, acknowledging the emotional roller coaster that comes with being a diehard Cubs fan and the relentless devotion that persists no matter the season. And it worked, with the campaign increasing their favourability among fans by 361% and their social audience by 27%.

But this season's a little different. The beloved core of players that won the Cubs their first World Series in over a century are no longer there. And even though last season didn't pan out, fans still found new players to get excited about. 

So with this year being more of a rebuilding year, the network aimed to bring in newer more casual fans (and more diverse and female fans) to be a part of it from the ground up. Playing off the unique emotional connection of their core fans, this year's campaign focuses on how non-fans might react to being around that kind of fanaticism.

The new work, created by agency Quality Meats, consists of a series of situational :15s, a fast-paced graphic :30, and will be running on TV and digital along with digital display throughout the season.