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.