2019 Shortlist

The Breakdown

Entrant Company: Chicago Cubs

  • Best Original Content or Programming
The Breakdown

How does entry represent “Excellence in Engagement”?

While most baseball fans understand the rules of the game, few understand the strategy. And yet for this franchise, only two in five young fans learn the game by actually playing it. That means more than half of young fans need to be engaged in content that helps them appreciate the strategy of the game, not just the rules. The top triggers of fandom, derived from the team’s proprietary research, are understanding the game and knowing the players.

“The Breakdown” delivers on both while entertaining the viewer rather than simply educating them. Interviewing players and coaches to break down a game is not new in sports, but the creative motion graphics and focus on pivotal moments are a unique level of production quality we provide in this content series. We wouldn’t be surprised if fans start requesting a version of “The Breakdown” after the next big moment happens this season.