Minor league baseball frequently creates some of the coolest promotions to entertain and engage its fans. One of the winners so far this season occurred during the July 4 holiday weekend when the Brooklyn Cyclones of the Single-A New York-Penn League celebrated the 25th anniversary of Jerry Seinfeld’s television show.
The Cyclones are an affiliate of the New York Mets, the team followed by Seinfeld for more than 50 years.
Besides the many clever and fun activities created by the team’s marketing and promotional departments, the fans fully embraced the promotion with their personal tributes to the program that is known as the show about nothing.
The team’s players wore puffy pirate shirts during batting practice. The first 3,000 fans who arrived at MCU Park in Coney Island, renamed Vandelay Industries Park for the night game, received a Keith Hernandez “Magic Loogie” bobblehead. The foul polls were renamed, too, and became the “Festivus” poles for the game. An information kiosk was repurposed so fans could start “airing their grievances.”
Latex, Bosco And Newman
The team awarded tickets for another game to a latex salesman. A fan whose actual name is George Costanza handled radio chatter during the game since the TV George always wanted to be a baseball broadcaster or a general manager. An Elaine Benes dancing contest was held between innings along with a competition inspired by the TV George’s whale rescue. Prizes included Bosco chocolate syrup in reference to George’s secret password along with cans of Beefareeno canned meat that Cosmo Kramer once fed to a carriage horse. A low-talker served as the public address announcer. A close-talker was the mascot.
The fans saluted the hit show with a variety of clever costumes and props. One fan was dressed as a postal worker complete with an express mail box to represent Newman. Another used a fishing pole to lift a loaf of marble rye bread from the lower stands to the suite level. Fans traveled from Rhode Island, Ohio, Kentucky and Canada to share the Seinfeld promotion experience.
As for the game, the Cyclones lost 18-2 to the Aberdeen IronBirds. Even with the game lopsided against the home team, the more than 8,000 fans in the sellout crowd continued to enjoy the celebration until the last out was recorded. Then, they all left the stadium to enter the Bizarro World.