2/7/2013 4:54 P.M. ET
D-backs To Launch "We Back" Marketing Campaign This Weekend
By / MLB.com
PHOENIX — The Arizona Diamondbacks (@Dbacks) will unveil their comprehensive marketing campaign this Saturday at the Subway D-backs Fan Fest at Chase Field. The campaign will focus on the lyrics of the "D-backs Swing," highlighted by the chorus: "I Back, You Back, We Back the D-backs."
"This campaign is about taking something that has been in front of us and our fans for many years and turning it into a call to action and an invitation to come out to Chase Field," said D-backs President and CEO Derrick Hall. "We believe we have found a concept that the entire organization, the entire city of Phoenix and all D-backs fans can rally around. We want to motivate our fans to continue to be an active part of our team and establish a love for the D-backs that will continue to grow."
The "D-backs Swing," written by Tempe, Ariz. native Roger Clyne and performed with his band, the Peacemakers, made its debut on Monday, Sept. 17, 2007 during the D-backs' march toward their 2007 NL West Championship. The song is played at Chase Field after each D-backs home win and its lyrics tie together the rich history of baseball with the passion and enthusiasm of D-backs fans.
The campaign will include print advertisements, television spots, radio drop-ins, social media integration, e-mail, direct mail and outdoor signage on billboards, light pole banners, bus shelters and light rail kiosks throughout the Valley, including LED signage in the Legends Entertainment District.
The initial launch will be on site at Saturday's D-backs Fan Fest, an event attended by more than 25,000 fans last year. Those in attendance at the free festival will have the opportunity to participate in the campaign in several ways. A video karaoke booth will be set up where fans can sing their best rendition of the song for the chance to be included in the video that will be played during games on dbTV. "I Back" and "We Back" placards will be available to take home and bring back to games all season long. Fans are encouraged to tweet photos at FanFest incorporating the signs and using the hashtags #DbacksFanFest and #IBack or #WeBack while similar signs will be available to back the runners/walkers participating in the inaugural D-backs Race Against Cancer, presented by the University of Arizona Cancer Center at St. Joseph's and the University of Arizona College of Medicine Phoenix.
Season tickets and mini plans will be available at FanFest, including 6-game and 10-game plans. Individual tickets for all games, including Opening Day, go on sale on March 4. For more information, visit dbacks.com/tickets
D-backs Swing (Lyrics and Music by Roger Clyne)
Summer! And the gang's all here
We've got green grass, red hots and ice-cold beer
We're baseballs' faithful, Diamondback fans
Backin' our home team, back in the stands
Let's go…three up, three down
Get the D-backs' Swingin' and take it downtown
Where it's…going, going, going gone!
It's outta here, boys, let's bring it all home.
It's a fact, Jack
This story was not subject to the approval of Major League Baseball or its clubs.