Date post: | 24-Jan-2018 |
Category: |
Marketing |
Upload: | martin-navarrete |
View: | 162 times |
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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