Innovation Corner

Hi Everybody! Today on Innovation Corner we salute one of the most amazing innovations to hit the venerable sport of Baseball since the development of the batting helmet and the Designated Hitter! I refer, of course, to the "Bobble Foot" doll being given away by the St. Paul Saints of the American Association of Independent Baseball league!

Everyone in America has probably heard of bobble HEAD dolls (or "nodders" as they are sometimes called); little ceramic figurine caricatures of individuals (such as specific baseball players) or types of people (such as baseball players in general) which have been sold at sporting events for generations. The dolls get their names because their oversized heads are attached to their much smaller bodies by a loose spring, causing them to "bob" at the slightest touch. In recent years, these traditional, kitschy souvenirs have been experiencing a level of popularity never seen in decades past, with caricatures of beloved, reviled or just topical figures becoming popular collectables, and many major league teams giving them away on special themed nights.

The Saints, a team already known for mocking public figures as well as for their outrageous promotional campaigns, appear to have come up with a new wrinkle, however. Instead of a figure with a bobbing head, they're giving away a ceramic representation of a toilet stall, with a pair of feet (as if from a figure seated on the toilet itself) that dangle into view and "bobble" or "tap," depending on your point of view. You can view the story here if you want to (it includes a nice picture of the figurine). Although the effigy's face is not visible, the whole thing is obviously a clear reference to the Larry Craig case (the U.S. Senator arrested for soliciting sex in a men's bathroom by tapping his feet)...

Now, the as promotions go, it's hardly the most outrageous thing a professional baseball team has ever done; it's probably not even the most outrageous thing the Saints have ever done, if it comes to that. In 2007 the team gave away rubber dog bones in mockery of the Michael Vick case; in 2006 they gave away rubber boats in mockery of the Minnesota Viking's "Love Boat" prostitution scandal, and in 2003 they gave away hood ornaments mocking the Viking's Randy Moss, who had been arrested for "nudging" a police officer with his car. The team's regular traditions include a "team pig" which ferries extra baseballs onto the field each inning (where it receives a snack for its trouble). Obviously, this is not the most serious team in professional sports; it's not actually surprising that the team's principal owner is Mike Veeck, the son of legendary Major League owner Bill Veeck, who was best known for outrageous promotions as owner of the St. Louis Browns, Cleveland Indians, and Chicago White Sox. Or that comedian and actor Bill Murray is also a part owner...

It's also hard to imagine much of a downside to this stunt. Senator Craig is from Idaho, not Minnesota, and it's doubtful if enough people would be rushing to his defense that there would be any protest over this. What's remarkable about the idea is how unique the concept is, how well the team has executed it, and how much publicity they are getting from a give-away item that didn't cost them any more to produce than any other bobble head figure. It may not be innovation in the sense of creating a new product, a new market segment or a new technology, but as a means of cutting through the background noise in a market that already has four other professional sports teams and a major college program, it's really quite remarkable...