By Mary Paoletti
CSNNE.com
Sports marketing can be brilliant.
From JoeSportsFan.com on Vimeo.The video was created by "We Are Cardinals Nation" in response to newbie shortstop Ryan Theirot's comments on a Chicago radio station. Theirot took some cheapshots at St. Louis' own fan base, an ugly move considering he had seven errors in the first month of the season.
I loved it. The message reminded me of those in Boston's "Bruins Hockey Rules" campaign.
You know why the Boston photo and first video work. Taunting the opposition creates solidarity among the fan base. Hipsters and Meatheads alike can share a laugh at the Flyers or hatred for Montreal because, despite the different tightness-es of their jeans, they love Boston and hate Phillinadiens -- together.
But what about the second B's video? Why is it cool for The Bear to roast a Bruins fan?
Just because.
Hub hockey lovers realize the flaws of their brethren. They know that some are obnoxious, disrespectful, stupid (boyfriend of Montreal fan), and disgusting (jersey guy). But the only people who can approach Bruins fan faults with honesty are Bruins fans.
The Bear fish-slaps somebody across the face for tucking in his jersey? Hilarious. A Habs fan taunts that guy for tucking in his jersey? Act of war.
It doesn't look like Ryan Theirot has earned his right to point and laugh at Cards fans. He should have just followed the Rules.