Launching a brand new social sport in the middle of a pandemic was never going to be easy. However, by utilizing an always on team of Student Ambassadors and Micro influencers, we were able to tactically adapt the programme around restrictions to drive mass awareness for when the time was right for participation.
Seed were appointed the lead strategic agency to launch a grassroots programme across UK Universities, building a team of passionate and spirited Student Brand Ambassadors, training them at MLBs Home Run House.
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 our tactic shifted online to adjust to C-19 restrictions. We partnered with Coach Cory, a Nike Head Coach, to launch a content series of workout challenges available exclusively through the app, launched via micro influencers, SBA’s and through @mlbeurope channels.
As restrictions lifted in Term 3 it was time to get back on the pitch, with our network of students hosting taster sessions and inter society matches.
Throughout the year, we brought the MLB60 ethos of an all inclusive sport to life - cue the music, speakers, and much needed post-game socials.