JULIO RODRÍGUEZ CALL UP
Julio Rodríguez was one of the top prospects across the league. Mariners fans and baseball enthusiasts across the league were eager to see the young star debut on the big-league stage. In order to build excitement for the rookie, we took fans behind-the-scenes to showcase Julio’s reaction to the call and detailing his journey to the bigs.
We were the first MLB club to have a camera inside the manager’s office for the moment a player was told he was making the major leagues. It set a precedent across the league and set the standard for these moments moving forward. We also documented his call to his parents as well as his family’s reaction to his first hit. We followed his journey throughout the season, which ultimately culminated in Julio winning the AL Rookie of the Year Award. His call up resulted in strong numbers across social media:
11+ million impressions
5+ million video views
720,000+ engagements
MLB ALL-STAR LOGO DROP
Forget the handshake and “official” press conference, the Mariners partnered with MLB to create the first ever logo drop to build hype and anticipation that the Midsummer Classic was coming to Seattle in 2023. We teased the logo on social leading into the game on Friday, July 22, culminating in a fresh/fun reveal of the new mark.
The goal was to create FOMO and drive people to the ballpark to sell out the game, celebrate the unveil and give fans their first chance to purchase All-Star gear. The game ended up selling out and the club had a tremendous weekend of retail sales. Social numbers:
8.5+ million impressions
1.5+ million video views
273,000+ engagements
DAVID WRIGHT #OURCAPTAIN
A campaign surrounding David Wright’s final game in a Mets uniform. Included pre-produced videos and graphics, quotes, photos and live content. The whole day focused on the legendary career of Mets Captain, David Wright, culminating with his final game.
The day was the most engaged day ever on Mets social media. Across Facebook, Twitter and Instagram we received over 25 million impressions.
MARINERS SHOWDOWN
With live sports at a standstill, the Mariners Showdown tournament brought the players’ competitive personalities to the digital space by creating a MLB The Show players vs. fans competition on PlayStation 4. 32 gamers participated, with 16 players facing off against 16 fans, with each game streamed live on the Mariners Twitch Channel.
The tournament was covered across all social platforms, with real-time updates and tune-ins on TW and IG story and game highlights across all platforms. All games were streamed live on Twitch. Full game replays and video highlights were uploaded to a dedicated YouTube playlist.
4.5+ million impressions
395,000 video views
GAME OF THRONES NIGHT
With Game of Thrones Night occurring at Citi Field, we had a complete GOT takeover on our social channels, with custom graphics, including platform headers and avatars and adjusted copy to reflect GOT quotes and language that reads like that of the popular TV show.
The eye catching graphics, videos and copy helped us reach many new fans outside of the Mets fanbase. We saw an increase in shares/retweets/reposts helping fans discover the Mets social feeds.
3+ million impressions on Twitter (2nd most impressions for a day, second only to Opening Day)
1+ million impressions on Instagram
650,000 impressions on Facebook
25 DAYS OF GIVING
Campaign created around the holiday season to give Mets fans the chance to win prizes each day for 25 days in December. Provided fans with the opportunity to win unique prizes and experiences while producing extremely high engagement numbers daily in the offseason and also benefiting our corporate partners.
The 26 tweets (including one bonus day) received 7.8 million impressions (75% increase from 2017). The promotion allowed us to incorporate eight different corporate partners with these partner tweets garnering 2.5 million impressions.
KNO(VEMBER) YOUR PROSPECTS - METS FARM REPORT
For the month of November, Mets Farm Report social accounts centralized content around the organization’s top prospects, with each day being dedicated to a different prospect(s). Through in-depth player profile blogs, podcasts and video content including highlights and interviews, fans were given insight into some of the Mets best young talent. The content lived predominantly on Twitter, as well as Instagram and the Mets YouTube channel.
In comparison to November 2018, the Mets Farm Report Twitter account saw a 510% increase in engagements (from 7,032 to 42,879), a 827% increase in average impressions per day (from 7.7 K to 71.4 K) and a 770% increase in overall impressions for the month (from 230.9 K to 1.99 million).
MEMORIAL DAY
We were tasked with bringing awareness to Memorial Day Weekend by creating a campaign to show the true definition of Memorial Day. We involved players and coaches by creating vignettes of fallen heroes. We also invited military families who lost a loved one out to the ballpark to honor them. The campaign included 15 posts across Facebook, Twitter and Instagram, garnering 1.7 million impressions and over 350,000 video views.