How we helped Sony Playstation’s MLB: The Show hit a home run at launch and stay in the conversation for extra innings.
As another baseball season approached, Sony found itself in the marketing equivalent of a bases-loaded jam. Each March, the release of MLB The Show led off with huge buzz and massive sales at launch, but then quickly slumped by the end of spring training.
If MLB: The Show’s brand proposition is being “So Real It’s Unreal”, there should be no delineation between the game and Major League Baseball itself. And, since both were launching near-simultaneously, an opportunity existed to capitalize on the fans’ optimism and passion, which is never higher than at the start of the season.
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.
10x Social Engagement from Past Years
20MM Social Impressions
3.5% Percent of all Opening Day Conversation tied to MLB the Show