ADAM GREENHOOD, EXECUTIVE CREATIVE DIRECTOR
The Cubs not only made history, they made a scene.
The first thing you see when you walk into Esparza is a 100-foot-long sign hanging 15 feet overhead that reads, “Why run an ad, when you can make a scene?”
1. Was it arresting?
2. Was it relevant?
3. Was it engaging?
Ten innings. Seven lead changes. Four errors (two Golden Glove winners), three stolen bases and a home run by the oldest active player in Major League Baseball (who was retiring after the game). Engaging? Check.
4. Was it compelling?
If you watched the game, you didn’t watch anything else. Neilsen data recorded a less than 4% drop-off in viewership even after a 17 minute rain delay.
5. Was it newsworthy?
If aliens had landed in Chicago that night — it would not have lead the news.
6. Was it measurable?
According to Nielsen Live Plus, the seventh game of the 2016 World Series was the most watched game in the last 25 years. It eclipsed the 2001 Game Seven when the New York Yankees lost to the Arizona Diamondbacks a month after 9/11, as well as the 2004 Game Four when the Boston Red Sox ended their own 86-year championship drought on the infamous “blood-red sock” of pitcher Curt Shilling.