MLB60 UK LAUNCH
To launch MLB60 into UK universities and for it to become one of the UK’s best loved social sports.
IDEA
Our approach was to grow participation in MLB60 through three pillars; community growth, weekly play, and digital amplification. Our MLB60 Captains launched the new social sport on campus through a range of on the ground and online activities; from pitch and play sessions, society meets, influencer gifting and online amplification in order to drive brand advocacy and participation.
Pitch and Play sessions were the heart of the campaign with 250+ players attending games in the first half of term. Due to the COVID-19 lockdown, the campaign was shifted online where the Captains focused their attention on growing and engaging their online MLB60 communities via online socials and MLB60 digital challenges
Tapping into student sports, culture and music, the MLB60 Captains gave students the ultimate taster to the social sport with the programme expanding into double the amount of universities across the UK & the EU in 2021.
AMPLIFICATION
Programme amplification through a network of selected ambassadors and influencers promoting both on the ground and on their social channels.
Micro-influencers and paid social amplification to drive participation of the in-app MLB60 challenges
Amplification through university media channels via on-campus digital screens, paid adverts & social posts
RESULTS
2000 students were able to play & interact with MLB60
280,000 students reached OTG and online through the 2020 Freshers campaign
Doubling the programme and expanding to the EU in 2021