A YEAR IN REVIEW

Launch MLB60 across UK campuses to create the ultimate social sport

IDEA

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.

AMPLIFICATION

All activity was supported by a team of Micro-Influencers at each university

Amplification via global influencer social channels including @mlbeurope and Nike Head Trainer @bitbeefy

MLB60 community groups amplified via paid social on @mlbeurope global channels

RESULTS

  • 280,000 students reached OTG and online through the 2020 Freshers campaign
  • Move With MLB60 lockdown reached 1.1 million students online
  • 3,880 app downloads
  • Hundreds of new players
  • Seed remains the lead MLB60 Student Agency, continuing the programme into 2021/22 with expansion plans into the German student market

Find out more about our student marketing capabilities.