• July 10, 2007

Major League Baseball's earliest-ever post-season marketing push, launching in conjunction with tonight's All-Star Game in San Francisco, includes a new web site, actober.com, where the slogan "You're a fan. Act like one!" explains the "act" in the URL.

Actober.com will feature user-generated content, wherein people can access 60 clips of historical post-season baseball footage and cut and paste them to "actober" moments for a chance to win tickets to the 2007 World Series.

MLB' overall post-season campaign, dubbed "There's Only One October, stars comedian Dane Cook, who Tim Brosnan, executive vice president/business says will bring in a new, more Web-savvy consumer: "Dane Cook will draw a demo Tommy LaSorda [last year's campaign star] wouldn't. Cook was sort of launched in that space, and he has more friends on MySpace than any other comedian in the world. He will direct an audience that is much more familiar with posting self-generated content."