AMERICAN DAIRY ASSOCIATION & DAIRY COUNCIL
Going (School) Yard For Nutrition
stories
65
Million
impressions
25
Home Runs,
raising $2,500 for the school
$487,000
Million
ad value
Background
As part of its ongoing partnership to promote a healthy lifestyle, including nutritious food choices and increased exercise among today’s youth, the American Dairy Association & Dairy Council and The New York Yankees sponsored the renovation of PS 19X’s schoolyard.
To celebrate the official unveiling, BML served as team manager to create, plan and execute a heavily branded event featuring Yankees star outfielder, Curtis Granderson, who participated in a big bat Home Run Derby contest. Additionally, for every home run hit, the American Dairy Association & Dairy Council donated $100 to Public School 19X to benefit school programs that promote nutritious food choices and increased exercise.
The events resulted in total media market saturation with all New York City area media outlets in attendance and a shoutout on ESPN’s Top Plays of the Day.
