#GetBeard | The Red Sox World Series Social Media Phenomenon

By October 20, 2013 July 20th, 2014 Destroying Conventional Wisdom

The Bearded Boys of Beantown are heading to the World Series and the Red Sox Nation is going crazy on social media. The Red Sox faithful, of which I’m one, have always been considered a bit off the wall.

Red Sox fans were once described by former Boston pitcher, Dennis Eckersley as the “ultimate manic-depressive fanbase.”

But this year the players joined in.

So how did this bearded clamor begin? After finishing in last place in the 2012 campaign, a few players arrived in spring training this year sporting unshaven faces.


The Red Sox’ fun with facial follicles started innocently enough when Mike Napoli and outfielder Jonny Gomes grew beards during spring training. It became something more than a fad when Dustin Pedroia, a second baseman and one of the team’s most popular players, joined Napoli and Gomes in taking a sabbatical from shaving cream.

There was suddenly the sense around the clubhouse that beards were not merely a fashion accessory but a way to build stronger bonds after the Red Sox’ struggles last season, when they lost 93 games, finished last in the A.L. East and bid adieu to Manager Bobby Valentine. – via the New York Times

Well…it must have worked as the Red Sox beat the Detroit Tigers in six games to advance to the World Series. Chances are pretty good that we’re going to see a lot more beards in the next 10 days or so as the Series takes center stage in the sports world.

One brand jumped into the conversation and scored big. Jet Blue actually bearded a jet! Talk about getting behind a team! This is real-time marketing done right on social media.


The bearded craze has engulfed social media. Here is just a small sample of what’s being posted celebrating the Boston Red Sox advancing to the World Series…beards and all. Fear the Beards!

And let’s not forget the Red Sox anthem!


Barry Cunningham

Author Barry Cunningham

Barry Cunningham is an antagonist of conventional wisdom. Check out our case studies. They will give you an idea how we help brands & businesses amplify their conversion and lead gen campaigns by deploying digital advertising campaigns at scale. And I invite you to subscribe to my newsletter.

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