July 23, 2018
Montgomery Biscuits’ ‘Millennial Night’ Promo Sparks Backlash & Praise
The Minor League Baseball team offered participation ribbons, napping stations, selfie stations, Millennial-themed food and drink, and more.
In a Nutshell
*The promotion earned international attention, and was both panned and heralded.
*Held Saturday, Millennial Night was declared a success by the Biscuits.
Some called the promo a sad regurgitation of lame generational stereotypes that further alienated the very fan base the Montgomery Biscuits were trying to attract. Others loved what they perceived as a brilliant bit of screw-turning in the sides of what they feel are soft, over-sensitive Millennials. Still others saw it for what the Biscuits said they intended it to be: A tongue-in-cheek ironic take on the anti-Millennial criticism that abounds among older generations.
We want to reward our fans just for showing up tonight with a Biscuits participation ribbon!
— Montgomery Biscuits (@BiscuitBaseball) July 21, 2018
We'll have all things Millennials love, including napping and selfie stations, craft beer specials, avocado burgers and more!
🎫: https://t.co/CeRlL4EqmI pic.twitter.com/guRMQfGSXG
Call it how you like, but there’s one objective fact that the Biscuits will probably be happy with: Millennial Night won the Double-A affiliate of the Tampa Bay Rays a ton of attention in the U.S. and beyond, including coverage in Australia. Held at a Biscuits game on Saturday July 21st, the promotion featured various clichés associated with Millennials done as in-park offerings, including craft beer, award ribbons just for showing up, napping stations, selfie stations, and food with an air of implied Millennial pretention – i.e. avocado burgers and avocado biscuits.
The Tampa Bay Rays AA affiliate, @BiscuitBaseball team, had “Millennial Night” tonight, it included Napping Stations & Participation Ribbons. pic.twitter.com/7zFZnHStUd
— Darren Rovell (@darrenrovell) July 22, 2018
Took a nap while covering .@BiscuitBaseball #millennialnight also got a ribbon for showing up. .@wsfa12news pic.twitter.com/odUyfaB6Ad
— Eric Knox (@eknoxproduction) July 21, 2018
You're going to want to stop by the biscuit cart tonight....
— Montgomery Biscuits (@BiscuitBaseball) July 21, 2018
Some do avocado toast, we do avocado biscuits. 🥑 pic.twitter.com/Gzn3Qy6awm
Although the Burger Cart has some interesting options too... pic.twitter.com/1khYdNn1ql
— Montgomery Biscuits (@BiscuitBaseball) July 21, 2018
Michael Murphy, VP of fan engagement for the Biscuits, told Fox News that Millennial Night was a success, saying that attendance was up. Murphy, a Millennial himself, and the rest of the Biscuits team went forward with the promotion even after receiving criticism earlier in July when it was announced. In fact, the Biscuits doubled-down on the Millennial-baiting in some of their Twitter posts in the lead-up to the event.
Offended? Feel free to fight your battles IRL and visit us at Riverwalk Stadium. Any millennials that actually come by during office hours before next Saturday and submits a valid complaint in person to our "Millennial Night Thinktank" may get a free ticket or two! https://t.co/XUNOz29gkO
— Montgomery Biscuits (@BiscuitBaseball) July 11, 2018
Scouting out some selfie locations for Millennial Night...@BiscuitBaseball thoughts? #biscuitspix #ihateselfies pic.twitter.com/7nKL4gwOLd
— Michael Murphy (@murphrotch) July 21, 2018
A great day for a ballgame, a couple selfies and a nap or two. pic.twitter.com/ycAO7lpfPx
— Montgomery Biscuits (@BiscuitBaseball) July 21, 2018
Naturally, Twitter was also replete with posts from people – Millennials and others – panning the promotion as tone deaf, inaccurate and stupidly playing into stereotypes. Relatedly, it fanned the flames of the generational culture wars, igniting no little amount of backlash from Millennials against Baby Boomers.
That millennial night publicity stunt was stupid, and makes my generation, many of whom I’ve seen work two jobs while going to school in order to afford to live, seem lazy. I don’t get irritated at stuff like this, but why ostracize a generation of fans for a publicity stunt!?
— Connor Blakely (@ConnorBlakely) July 23, 2018
The award for most-tone deaf promotion of 2018 goes to... https://t.co/OESdDF4q4P
— 2Vynmouz (@2Vynmouz) July 12, 2018
My son the millennial might be offended if he had time to read this between working his two jobs to avoid taking on outrageous student loans. But his generation isn’t interested in your boring sport anyway so NBD.
— Toni Cleland (@toni_cleland) July 12, 2018
Is there a “Baby Boomers Night” where all in attendance receive everything they want, and then it gets paid for on Millennial Night?
— Arroe Roberta (@Arroechinchilla) July 21, 2018
Y’all should do a “Boomer Night” where the price of admission and all concessions are deferred to the patrons of the next 3 games. https://t.co/yczUvTcsgo
— Cobra Chicken (@TWEsq) July 12, 2018
Oh, that's weird. What my local minor league baseball team does for Millennial Night is charge millennials $1500 for tickets that baby boomers spent $10 on and then complain all night when they don't show up. Lol, millennials, amirite? https://t.co/wYgEdpaXBN
— Harrison Widelitz (@harrisonwide) July 12, 2018
Hi there. Looks like you need to fire your entire social media department. I've got considerable experience - let me know where to send my resume.
— Better Joke Teller (@texaninnyc) July 12, 2018
How about a Boomer night. When the old ppl leave at the seventh inning stretch, we burn the entire field down. Proceeds from Millennial night will pay for the damage.
— Hoss. (@Gamec0cks) July 12, 2018
I don't get why everyone is upset. It's clearly a joke. Kinda like if you hosted a night for Boomers that offers the illegal invasion of other countries, rampant financial fraud that leads to a global collapse, and blaming successive generations for your mistakes. See? Funny!
— Charlotte Clymer🏳️🌈 (@cmclymer) July 12, 2018
Of course, Millennial Night had its fans:
Whoever came up with this idea is my new favorite person in the world: https://t.co/KUKur4VczF
— NotKennyRogers (@NotKennyRogers) July 19, 2018
Never. Ever. Apologize. This is hilarious. https://t.co/WxJOIwjxVA
— Jason_Teal (@Jason_Teal) July 20, 2018
And, there were those who say they got the joke – that the Biscuits didn’t intend to castigate a generation, but rather poke fun at the stereotypes associated with the group and have a little fun.
(everyone's mad about this but I read it as hilariously satirical of the anti-millennial zeitgeist)
— My Own. Bisexual. Jesus. (@suesswassersee) July 12, 2018
(am I the one who is wrong?) https://t.co/pxkl7CGT3e
So, what do you think? Was Millennial Night marketing gold or a promotional flop? Tweet me. As a Millennial, I’ll probably be napping in my safe space after washing down an avocado biscuit with a limited-release IPA, but I’ll hit you back eventually. Cheers ~