To increase TV viewership of the Postseason and the World Series.Especially amoung cities without a team in the Postseason.Magazines such as, Sports Illustrated and ESPN Magazine were used to reach these fans to reinforce the main message of the campaign.

Home run. The 2006 World Series had the highest ratings for Fox among adults ages 18 to 49.“I'm getting calls from all over the country. I had no idea it would be this big.” - Tommy Lasorda, The Los Angeles Times, a week after the campaign launched.