To grow Major League Baseball’s following of New Gen Fans in the UK, we took their new, social sport - MLB60 - to campuses with a team of 16 spirited Student Brand Ambassadors to run games at 8 universities. The launch saw pitch and play sessions, society meets, influencer gifting and online social amplification in order to drive brand advocacy and participation.
In Term 2 as a result of the Covid-19 pandemic, our approach shifted to encourage students to stay active from home during lockdown by partnering with Coach Cory, a Nike Head Coach, to launch 4 different workout challenges which emulated MLB Spring Training. The challenges were launched on @mlbeurope channels and students were encouraged to tag #MovewithMLB60 on their social channels to win huge prizes.
As students returned to campus in Term 3, the Captain duos paired with societies and social bubbles for MLB60 Taster Sessions, constantly reaching unique players. Recreating the social atmosphere of baseball games in the US with booming speakers, feather flags, and post-game socials - players were offered more than just the game. Players who attended each Taster Session had to download the MLB60 app to partake in the activity, leaving them with the knowledge to continue to play MLB60 after the session ensuring that player growth & participation continued ensuring that the campaign proved a huge success.