Playing off of the synergy of “safe” in baseball and NEW YORK LIFE’s “safe and secure” positioning, a first ever integrated feature was seamlessly woven into live baseball content. Working with Fox Home Team Sports and CBS Radio, the “Safe and Secure” features were triggered when a player slid safely at 2nd, 3rd or home base. These features aired throughout the season in the brand’s key markets: on Fox Sports TV for six MLB teams and on CBS radio during New York Yankee games. The TV feature included NEW YORK LIFE's logo and was also read live by the play-by-play announcer. For example, when Jose Reyes of the Mets slid safely into home base, the logo appeared on screen with the words, "Safe At Home", rotating to display "Safe and Secure", and then again to read " NEW YORK LIFE". The effect was a seamless integration of content, context and contact.

Playing off of the synergy of “safe” in baseball and NEW YORK LIFE’s “safe and secure” positioning, a first ever integrated feature was seamlessly woven into live baseball content. Working with Fox Home Team Sports and CBS Radio, the “Safe and Secure” features were triggered when a player slid safely at 2nd, 3rd or home base. These features aired throughout the season in the brand’s key markets: on Fox Sports TV for six MLB teams and on CBS radio during New York Yankee games. The TV feature included NEW YORK LIFE's logo and was also read live by the play-by-play announcer. For example, when Jose Reyes of the Mets slid safely into home base, the logo appeared on screen with the words, "Safe At Home", rotating to display "Safe and Secure", and then again to read " NEW YORK LIFE". The effect was a seamless integration of content, context and contact.