The fan-first marketing of the Korean baseball team Samsung Lions is receiving a great response among fans.
Last year, Samsung broke the expectations of being a lower-tier team and advanced to the Korean Series for the first time in nine years. They acquired Choi Won-tae from the free agency market and signed Ariel Hurado, who had been the foreign ace for Kiwoom Heroes until last year, to fill the last puzzle piece toward becoming champions.
Samsung's power reinforcement was not limited to the player roster. Marketing was the same. They completely revamped their cheerleading team, known as the 'flowers of the baseball stadium.' The cheerleading team 'Twinkle,' led by cheerleader Park So-young, will be with Samsung starting this season. Fans have responded passionately as if they had succeeded in acquiring a huge player in the free agency market.
Starting this year, Samsung operates under a dual general manager system, the only team among the 10 clubs to do so. 'Anti Zero' General Manager Kim Sang-heon showcases a passionate performance at the Blue Zone cheering platform, while General Manager Lee Beom-hyung leads the cheering atmosphere from the fifth-floor sky seats.
A club official noted, "This was arranged according to the president's words to find ways to bring joy of cheering to fans visiting not only the Blue Zone but also the fifth-floor sky seats." Second General Manager Lee Beom-hyung, who is from Daegu, has a background with Samsung mascots 'Sadol' and 'Sasuni.' His strong affection for the Lions translates into positive energy for fans.
Last year, Samsung revived 'Eldorado,' a representative cheering song that was loved by fans during their dynasty era, after seven years. To support the club's efforts, the Seoul office of the Samsung Group stepped in to resolve copyright issues, bringing back a cheering song that fills fans with pride.
Samsung once again touched the hearts of fans. 'Captain' Koo Ja-wook brought back the cheering song 'Moonlight Boy,' which he had used since his first year in the first team but could not use for a while due to copyright issues, to resonate in Daegu Samsung Lions Park after eight years.
On the 22nd, during the regular season opener against Kiwoom Heroes at Daegu Samsung Lions Park, when Koo Ja-wook stepped up to the plate for his second at-bat in the second inning, the scoreboard displayed the message 'Thank you for waiting,' followed by a video of Koo from his rookie days. As 'Moonlight Boy' played, the fans exploded with excitement.
Perhaps thanks to the 'Moonlight Boy' cheering song, Koo Ja-wook displayed an impressive performance, hitting a right-field single in the second inning, a left-field single in the fourth, and a two-run home run over the left field in the fifth.
"I thought I would come out in my first at-bat, but I didn’t. When the cheering song played in my second at-bat, I stepped up to the plate feeling good. When the scoreboard showed old photos of me, it brought back many memories. I am really grateful to the club," Koo Ja-wook said.
The lineup for the ceremonial first pitch during the two-game opening series was impressive. On the 22nd, NCT's Jeno took the mound for the ceremonial first pitch, and on the 23rd, Promise Nine's Lee Chae-young and Park Ji-won took on the ceremonial first pitch and first hit, respectively. Compared to the past, the level of the pitchers and hitters is remarkably elevated.
The marketing team, which contributed to the successful completion of the opening two-game series, expressed gratitude, saying, "Thanks to the unwavering support from the president and Director General."
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