2021 SHORTLIST

hashtagsportsawards

TOGETHER (2020 OPENING DAY AT HOME)

Entrant Company: MLB

FINALIST

Best Engagement for Good

Together (2020 Opening Day at Home)

ABOUT THIS ENTRY

MLB's moving Opening Day campaign kept fans "together" at a time when many felt alone without their favorite day, team and game.

How does this represent “Excellence in Engagement”?

This content piece was shared across social platforms and hit target growth audiences for our organization. It's a great example of how much traction a piece can get when it's centered around a common theme and portrayed from one of the biggest names in sports.

 

Objective: Our 2020 Opening Day was originally scheduled for late March and as people adjusted to quarantine life, they also had baseball stripped away just as it was about to begin. Since this was just days after the major national outbreak, this was one of the first brand/Covid spots and we wanted to make something that captured the spirit shown by our fans and how we could all be together on what would have been Opening Day.

 

Strategy & Execution: Since we had only 9 days to pull this together we had to rely on footage from previous Opening Days and other special moments as well as UGC footage from fans quarantining and also clips sent in by players showing that we were all truly in this quarantine together. Cementing his role as one of the faces of MLB, Mike Trout agreed to do the VO and spoke for everyone when he provided a sense of optimism with true reflection of the seriousness of the situation.

Results:

Earned over 2.4 Million Views on Twitter: https://twitter.com/mlb/status/1243153225575829505?lang=en

All platforms: 3.7M views, 13.9M impressions

29% of audience was international

PRODUCTION

ArtClass Content, Major League Baseball
 
 

CREDITS 

Sr. Manager
MLB
 

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