The Biggest 7th Inning Stretch Ever

The Biggest 7th Inning Stretch Ever

To grow brand consideration with Major League Baseball (MLB) fans, Jack Morton worked with T-Mobile on its sponsorship of Major League Baseball during the 2014 postseason.

Objective

T-Mobile was looking to leverage its sponsorship of Major League Baseball during the 2014 postseason.  The goal was to increase network perception and grow brand consideration with MLB fans.

Process

We created a user engagement social campaign that put the fans first and tapped into baseball's time-honored 7th inning tradition when the attention turns from the players to the fans. We asked fans to share video selfies singing "Take Me Out To The Ballgame" with their friends for a chance to be featured in a World Series spot.

Results

Video submissions from baseball fans across the country flooded in, and the three-week campaign garnered over 231M impressions. The campaign cemented T-Mobile's place as a champion of the fans and the premier sponsor of the MLB postseason.

  • 40M trend impressions on Twitter alone
  • 496 thousand engagements via influencers' sponsored content
The Biggest 7th Inning Stretch Ever

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