MLB - Home Run House Party

Challenge

Introduce MLB Europe to media, influencers and friends of MLB and deliver direct engagement with Next Gen Fans, giving them a first-hand experience of how MLB Europe is doing things differently.

The Idea

Baseball fashion is ubiquitous and aspirational streetwear - from caps to jerseys, the iconic baseball teams such as the NY Yankees and LA raiders are part of youth culture. We identified streetwear community The Basement as the perfect partner to launch Home Run House Party, an immersive experience which explored the fashion, action and culture of MLB while showcasing how they are doing it different.

We delivered a fresh take on baseball by inviting guests to experience the entertainment on and off the field with progressive fashion installations, ball-park food concepts and batting cages. The Basement community, media and influencers were entertained by House Party hosts Big Zuu and Ellis Gilbert who ran a team battle style competition in the batting cages, while DJs Yung Omz and Taylah Elaine provided an amazing soundtrack for guests to enjoy.

Impact

- 900+ sign-ups for 46 tickets
- 2M+ views of the Campaign Moment One, 1.5M driven by media partner The Basement     and their network of influencers, 470K through earned reach and 62K via MLB owned     channels
- Huge amount of media interest – 96% media attendance
- Significant uplifts on key brand metrics, amongst those who are aware of the     partnership; ‘proud to associated with MLB’ +15%, ‘experience suited to their needs’     +13%’ ‘uses favourite celebs and athletes’ +11% and ‘content suited to their needs’ +10%