To establish a sustainable connection between MLB: The Show and the game of baseball itself, we laid out a bold directive for social media communication: Own Opening Day.
To command the attention of social influencers, we invented a first-of-its-kind content tool: The Vine Baseball Card.
Using MLB: The Show’s advanced player creation tools, we crafted perfectly lifelike versions of leading baseball and gaming tastemakers and inserted them into the game as playable characters. We then created personalized Vine baseball cards, featuring each influencer in action for his favorite team, and presented them as an Opening Day surprise.
We also created a series of content using MLB: The Show’s advanced in-game technology to engage fans with statistical predictions for the upcoming season – a bonanza for the stat junkies and armchair pundits who were just gearing up for their fantasy baseball drafts.
We used the game’s ultra-realistic graphics engine and in-game recording features to create epic highlight clips for the upcoming season and then used geo-targeting to enable fans to share them with their rivals just before first pitch.
We created a massive online event, setting up a real-time content studio at PlayStation headquarters. From there, we delivered an all out slugfest of up-to-the-minute content that enabled Opening Day’s real-life winners to share some good-natured smack-talk with their rivals.
In the days following Opening Day, we connected with writers from digital outlets to promote MLB: The Show‘s innovative approach, using features that illustrate the game’s “So Real It’s Unreal” proposition and showing fans what it’s like to truly be in the game.
Just as in baseball, the stats don’t lie. AMP helped MLB: The Show achieve a second wave of interest and earn a comeback victory over previous years’ trends.
Boosted via in-game action content and socially connected fantasy baseball apps.
Our Vine baseball cards got the attention of key influencers who rewarded MLB: The Show with massive earned reach using their digital channels.
Earning a seat at the pop-culture table helped MLB: The Show achieve a second wave of interest in the game that stemmed the tide expected from previous years’ trends. Just as in baseball, the stats don’t lie.