C A S E S T U D Y

THE SITUATION

Category sales were in decline since 2010 Sales for Sony PlayStation’s MLB The Show were flat.

1

Baseball is seen as less exciting than other sports This translates to the video game too. Gamers want excitement and user perceptions are that baseball is long, methodical and strategic.

2

The game was not ready for Opening Day It was 6 weeks late due to PS4 tech challenges. MLB The Show, the highest- rated sports title, had not missed an Opening Day in 9 years. Since there was no gameplay footage to use in marketing, we needed a very creative solution.

3

THE CREATIVE PLATFORM

Baseball is Better than everything. MLB The Show as cultural instigator. Players amplify the mantra. 250+ pieces of original digital & social content all season long.

THE WORK

ANDREW MCCUTCHEN Followers: 800K

JASON HEYWARD Followers: 450K

MIGUEL CABRERA Followers: 970K

CC SABATHIA Followers: 620K

BRETT LAWRIE Followers: 400K

BRANDON PHILLIPS Followers: 1.8M

Influential MLB stars led the conversation (100+ videos created throughout the season)

Player personas based on their authentic social presence.

We created content for all channels in multiple formats & optimized performance.

Content addressed the cultural & sports topics of the day.

B. PHILLIPS: TRASH TALK

CABRERA: GET MUY BUENO

A McCUTCHEN: PSA

BLAWRIE: YOUTH CAMP

@MLBTHESHOW

[SONY] PLAYSTATION

SABATHIA: IDEA PITCHER

WEEK 1 WEEK 2 WEEK 3 WEEK 4 APRIL

PRODUCT

MLB

SPORT

CULTURE APRIL FOOL’S

MASTER’S TOURNAMENT

TAX DAY

JACKIE ROBINSON DAY

STANLEY CUP FINALS

EASTER EARTH DAY

1ST NIGHT GAME

NBA PLAYOFFS

GAME OF THRONES PREMIERE

GAME OF THRONES

CRICKET QUICK COUNTS

RECORD STORE

INT’L CRICKET CHAMPIONSHIPS GRAND NATIONAL

BOSTON MARATHON

SNOOKER WORLD CHAMPIONSHIP

NATIONAL TARTAN DAY

BLUE JAYS VS. ORIOLES

MASTERS KISSING

Y2Y SAVES

(SPEED DATING)

J HEYWARD: HELP DESK

BOXING

PACQUIAO VS. BRADLEY

CRICKET

PERFUME SELF DEFENSE

BALL WALKBACK

SONG

GOLF

BEATBOX (NOT A REAL JOB)

STEALING

MASTERS GOLF BOXING GAME OF THRONES

MARRIAGE

QUICK COUNTS

ROBOT UMPIRE

WALKBACK SONG

BEATBOX RECORD STORE

ZOO

3 THINGS

CHESS

NBA FINALS

NBA FINALS

MARRIAGE KISSING

QUICK COUNTS

Y2Y SAVES

Y2Y SAVES

QUICK COUNTS

Y2Y SAVES

PERFUME ROBOT UMPIRE

SELF DEFENSE BALL

ZOO (NOT A REAL JOB)

STEALING

3 THINGS

CHESS

(SPEED DATING)

BRICKS

BRICKS

Brandon Phillips, all-star 2nd baseman & noted trash talker,

set the tone by taking on unexpected subjects.

We amplified engagement by posting content at the right moment.

NHL Playoffs

Engagement20.68%

Engagement17.37%

NBA Playoffs

Avid sports fans tweet while watching games on TV. We posted competitive content during the NBA & NHL playoffs.

tumblr included 250+ pieces of original content.

The campaign led to the best selling launch in brand history for

Sales growth +40% Record engagement Record awareness Record pre-order sales Record day 1 sales Record week 1 sales

THANK

YOU!

martinnavarrete.com