Pacers paint the town

October 29, 2008
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fieldhouseIn a unique marketing campaign, the Indiana Pacers are asking fans to paint the town for the home opener Nov. 1 against the Boston Celtics. The team even went so far as to send out promotional buckets containing a paint stir, blue and gold paint and instructions on how to help the Pacers “Paint the town blue and gold.”

In conjunction with the campaign, which was fashioned with the help of the local office of Publicis ad agency, the Pacers last week began placing stickers resembling splotches of blue and gold paint on sidewalks around town. Inside those splotches are promotions for the home opener.

Monday and Tuesday, the Pacers took it a step farther, putting up a massive display on the front of Conseco Fieldhouse, again urging local fans to help the team paint the city blue and gold. Pacers President Jim Morris said the initiative is a part of a broader marketing effort to connect more deeply with the team’s fans and to give Pacers home games a more college-like feel.

Marketing experts said the Pacers are following a trend known as “street” or “guerilla” marketing which has become popularized in the last five to 10 years. Has this campaign gotten your attention?
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  • it has gotten my attention and that of those around me. i don't know many people who aren't more excited going into this year's pacers season than any time in the last 4 years.
  • Yes, the campaign has gotten my attention, but I was already planning on attending Opening Night. The Pacers also sold tickets to Opening Night for half price during the exhibition games - so that was a nice reward for enduring a meaningless game. I bought four extra tickets to persuade some friends to come.
    There is certainly a more positive buzz about the Pacers as Justin alludes to.
  • knowing how they have acted the past few years (not all of them, just enough of them) and their lack of concentration on the games have turned me (as well as quite a few other harcore fans) off. I will not support bad behavior off OR on the court. They have to prove that they have changed to win me back.

    I use to be a fan... back when Reggie was apart of the team. When he left, the team seemed to go down hill. I hope that things truelly have changed like they are promoting.
  • I'm glad the Pacers are getting back to some Fan Appreciation. It's the FANS that decide who the Role Models and Superstars are going to be, Not the Front Office! Evident this year by them advertising every player on the team, not just the select few.....could just be the safe route though...we'll see.

    It's also good to see the ticket prices have come down to a competitive level as well. The Pacers are not the Prime Entertainment in Indy anymore, and I'm glad they've come to that realization. They're at the mercy of the fans because of their on AND off court embarrasments.

    With that being said, I commend them on their complete team overhaul and their marketing efforts (I guess that credit is also due to the Advertising Agency). But the Pacers have shown some Humility during the off season, in an attempt to redeem themselves. So, I'll test the product out again (because the big blob of paint on the sidewalk outside my office tells me too) and see you at the game on Saturday night!

    Besides, Any chance we have to defeat BeanTowN is worth watching!

    DEAR PACERS: CONGRATS!, But, DON'T let us Down Again, Before you've even Picked us back up!
    --The FANS--
  • Anthony, I have a question: The ads they are running for opening night are really cool, but I SWEAR the music on them is Gangster's Paradise. Can you find out? If so, the folks at Publicis should be thumped for using a song with such a negative title, especially in light of some of the (former) Pacers' thug-like behavior the past few years.
  • Fishersgal, That's interesting. I'll check into it and let you know what I find out.
  • Fishersgal and all others interested: Here is the answer to the above question about the music in the Pacers most recent ad campaign. This answer straight from Pacers/Publicis officials: To clarify, that music asked about is not Gangster's Paradise. It's a standard piece of audio from a music house. This is commonly known in the industry as needle-drop music.

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