We Were Right About 'Millennial Night' Being a Success
A little over a week ago, we did a story on the Montgomery Biscuits' upcoming "Millennial Night" ballpark promo, and the outrage that ensued.
In my defense of it, I said that, while calling millennials self-absorbed and needing instant gratification is not a new or exciting joke, it's something that gave a regional brand national attention. (Any press is good press, after all.)
I also predicted that, given the social media tie-ins and the fact that it's marketed toward millennials, there would be pictures a-plenty of the participation ribbons and selfie/nap stations on social media:
Those selfie stations will be used, and the pictures will be shared on social media, likely with the Biscuits tagged in them. The nap pods might be used by some people who don't really like baseball or, more realistically, used for more photo opportunities.
And guess what, internet? I was right. I told you so!
— Eric Knox (@eknoxproduction) July 21, 2018
There's a lot more where that came from. I can't verify how successfully the avocado toast (which actually turned out to be very on-brand avocado biscuits) sold, but at $4 let's assume those millennials recognized a bargain when they saw one.
The point of this post isn't to brag about how I was right, although that would be a very millennial thing for me to do. The point of this post is to reiterate that, while this idea was polarizing on the internet and even among its target demographic, it was still a success. People who might not have gone to a Biscuits game went out to the park for a silly promotional idea. The Biscuits also got exposure in national publications, something that isn't often the case for Minor League Baseball teams.
The lesson here for promotional professionals is to take a risk every once in a while, and don't be afraid of a little controversy. It could pay off in the end.