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With hashtags and selfies, ‘Green Monster’ goes digital

Green Monster, Fenway Park, Boston
Brad Mangin | MLB Photos | Getty Images
Green Monster, Fenway Park, Boston

The United States' most iconic baseball wall is going social.

The Boston Red Sox's "Green Monster," a 37 foot 2 inch high outfield wall, will be the home of hashtags and selfies when the team plays its home opener against the Milwaukee Brewers on Friday, CNBC has learned.

Together with interactive marketing firm SapientNitro, a unit of Sapient, the Red Sox plan to feature fans' favorite moments on the back of the 102-year-old wall throughout the game. Social media users on Twitter and Instagram will be asked to submit photos, videos and memories using the hashtag #SoxStory for the chance to have those posts broadcast to fans down below on Lansdowne Street.

The campaign will officially bring the Green Monster into the digital era.

"The Red Sox have not used the Green Monster or hung additional fan-generated LED signs around the park in the past," said Adam Grossman, senior vice president of marketing and brand development for the Red Sox. "For us, this is a continuation of our emphasis on fan-generated content."

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As it is with every digital campaign, though, the team will need to be on the lookout for posts shared by spammers.

"Sapient and the Red Sox are working with a third-party company that filters content," said Bill Kanarick, chief marketing officer at Sapient.

What about content from Brewers fans?

"All fans are welcome [to submit posts] as long it is family friendly and mentions #SoxStory," said Kanarick.

Boston and Milwaukee television stations will have the ability to pan over the wall in-game to help bring shared and approved moments to living rooms worldwide.

No word on whether or not David Ortiz will submit his recent viral selfie with President Barack Obama.

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