Case Study:

Cal Ripken and Transitions Endorsement

Challenge:

To demonstrate the importance of healthy, enhanced vision and its vital role in everyone’s’ day to day lives, Transitions Optical, Inc. developed the “Official Sponsor of Sightseeing” Campaign, an educational program that brought ‘consumers closer to the sights, sounds and tastes of the things they enjoy most.’ To activate within the four target areas of the campaign- sports, cuisine, music and travel- Transitions Optical participated in major national events such as the CMA Music Festival and leveraged several distinguished brand ambassadors in each of their individual areas of dominance and influence.

Execution:

After consulting with SSB, Transitions Optical, Inc. selected Major League Baseball (MLB) Hall of Famer and baseball legend, Cal Ripken Jr. to partner with for their sports activation. Ripken joined Chef Robert Irvine and GRAMMY and CMA Award-Winning country artist Darius Rucker to spread and raise awareness about proper eye care and eye wear to their fans. During a 5-city tour across the country, Ripken will highlight the connection between vision and sports performance and be involved with the execution of several large scale community outreach events assisted by his two Minor League Baseball teams and the Cal Ripken Sr. Foundation (Boys and Girls Club Press Release). One of the events in May 2013 included a free baseball clinic to over 100 kids in-need at a Boys and Girls Club in Tampa and also brought free eye care services and eye exams that were conducted by local optometrists. If prescription glasses were required, the kids could choose their own brand new pair of eyeglass frames fitted with Transitions adaptive lenses.
Outside of the community outreach events, Ripken was utilized for appearances at conferences, tradeshows and other key customer events. Name and image usages included PR, social media, corporate communications, trade advertisements, in-store marketing materials and a national direct mail campaign featuring the MLB Hall of Famer encouraging patients to enjoy the “sights” of summer by scheduling an eye exam and asking about Transitions lenses.