Due to covid, our Postseason had a new format and we used that opportunity to build a creative vision for the Postseason campaign in a way that we’ve never done before that focused on targeting Gen-Z, our young stars and how this Postseason was unlike anything we’ve seen before in baseball. Given Covid production limitations, we were looking for ways to spice up the normal archival highlight focused campaign and zeroed in on animation as a way to reach younger audiences while helping us to highlight our biggest stars like the Fernando Tatis Jr. DJ animation.
To pull off the high quality animation we had in mind, we worked with our production partner, ArtClass, to find the perfect animation partner and that ended up being Mike Perry Studios. They took our highlights in the spot to the next level. Beyond the video, we also flooded Giphy with standalone player animated gifs that are still used to this day on social as a fun extension to the campaign. When you add this animation to the BTS music, DJ Khaled VO and targeted media spend - we successfully reached a younger audience when our lights are the brightest during the Postseason.
>70M impressions and 22M+ views across digital
Exposure to the commercial on Facebook and Instagram drove significant viewer lifts in ad recall (+23%), intent to watch Postseason (+25%), and favorability of MLB (+27%) over the control group who did not see the commercial
