The ad campaign was developed by Draftfcb and highlights signature Cubs traditions such as the famous "W" flag flown after a win. Advertisements claiming, "It's a Way of Life" will be featured in local newspapers, radio stations, Web sites, billboards and locations around Wrigley Field.
Fans can celebrate their passion for the team as well. The team also wants to hear from fans who live and breathe Chicago Cubs baseball. Fans can visit Cubs.com and submit a short story about why Cubs baseball is a "way of life" to them.
Ten finalists will be chosen to visit Wrigley Field and have their stories videotaped and posted on Cubs.com. All fans will then be encouraged to vote for their favorite entry. One lucky person will be chosen to receive the once-in-a-lifetime chance to throw out the ceremonial first pitch before a Cubs home game.
As a special "thank you" for sharing their story, fans who register will receive up to a 50 percent discount on tickets for select games in April and May. Complimentary computer wallpapers and screensavers may be downloaded online as well.
"All Cubs fans have great stories and experiences from Wrigley Field, from Spring Training in Arizona to following the Cubs on the road during the season," said Wally Hayward, the team's chief sales and marketing officer. "Now fans from anywhere in the world will have the opportunity to share their stories and tell the next generation of fans why being a Cubs fan is much more than just a game, it's a way of life."
The 2010 season has gotten off to a rough start with back-to-back losses to the Atlanta Braves, including a 16-5 drubbing on Opening Day. Still, the Cubs contingent at Turner Field has been loud and supportive.
"The Chicago Cubs experience is unlike any other in baseball," said Bill McCarthy, chief of staff, Draftfcb North America. "We had a great opportunity with this campaign to evoke the passion and highlight the moments that make being a Cubs fan so unique."
Fans can submit "It's a Way of Life" stories at Cubs.com starting Monday, April 12, at 1:20 p.m. CT, which is when the first pitch is scheduled to be thrown for the team's home opener. Entries will be accepted until April 30 at 5 p.m. CT.
In anticipation of the home opener Monday against the Brewers, the Cubs have decorated Wrigley Field's exterior by installing large photos of players and manager Lou Piniella.
Carrie Muskat is a reporter for MLB.com. This story was not subject to the approval of Major League Baseball or its clubs.