When the Rays’ digital marketing team decided to send personalized Valentine’s Day messages to every team in Major League Baseball, it wanted to start with a bang.
So, it fired a shot across the bow of its biggest rival.
💖 TO: @Yankees 💖
Roses are red,
violets are nice.
Here’s a reminder,
The Death Star blew up twice.
— Tampa Bay Rays (@RaysBaseball) February 14, 2020
But while the organization had no problem riling the Yankees’ fan base, the messages to the other 28 teams — crafted by Ryan Delgado, the Rays’ manager of digital marketing, and Erin Hodges, the team’s digital coordinator — are meant to be complimentary.
“It’s something we’re trying to do to have our social voice be different, be unique, and be professional at the same time,” Delgado said.
The Rays have created graphics that said, “Happy Valentine’s Day!” or cards featuring player images in the past but wanted to do something more engaging this year.
The idea for the personalized messages came from a similar thread the National Hockey League’s Carolina Hurricanes created in November in honor of World Kindness Day.