Turner Sports is leading off its promotion for Major League Baseball's postseaon by turning bus-stops into dugouts in Philadelphia.
In addition to being headquarters for the nation's top cable company, the City of Brotherly Love is home to the National League's best team, the Phillies.
Turner, which will show all four MLB division series and the National League Championship Series, likes to use a local event as a way to launch its national campaign, and with its star-laden roster in a town with filled with outdoor advertising opportunities and a rabid fan base the Phillies filled the bill this year.
Being in the remade bus shelters, which run up and down Philadelphia's Market Street, is designed to make fans "feel like you're part of the dugout," said Christina Miller, senior VP of strategy marketing and programming at Turner Sports.
The shelters also include tune-in messaging and QR codes, one that when scanned, take users to an updated post season schedule, while another connects with messages from Turner's on-air talent talking about the post season.
Miller says there are less elaborate outdoor executions being installed in other post-season cities, including Atlanta, Boston, Milwaukee, New York and Phoenix.
The local ads are designed to dovetail with both the Major League Baseball's "Legends are Born in October" campaign as well as Turner's national promo effort for the postseason, which uses the slogan "Come out Swinging."