We made an onsite activation at the MLB All-Star Weekend that let fans literally experience the Game Pass "Good Luck, Have Fun" campaign.
To promote MLB The Show ‘24 being available with Game Pass, we installed a one-of-a-kind claw machine at the MLB All Star Weekend. Fans were able to live the brand creative platform of “Good Luck, Have Fun” by using a custom Xbox controller to try to “catch” one of many prizes including autographed baseballs, custom All-Star XDL controllers, an Xbox Series S, Topps cards and more. With thousands of people lining up throughout the weekend, the claw machine became the top experience in the games pavilion.
Fans of the MLB: The Show video game love it for its accuracy as a baseball simulator. They are baseball fans first and gamers second. So, when MLB: The Show ’24 became available with Game Pass, we needed a way to demonstrate the value of a video game subscription service to these hardcore baseball fans.
We met them in their home stadium—literally. We made an onsite activation at the MLB All-Star Weekend that showed fans the value of Game Pass by letting them experience the "Good Luck, Have Fun" campaign in a unique way.
We installed a one-of-a-kind claw machine at the MLB All Star Weekend. Fans were able to use a custom Xbox controller to try to “catch” one of many prizes including autographed baseballs, custom All-Star XDL controllers, an Xbox Series S, Topps cards and more. MLB Pro Kerry Carpenter even made an unexpected appearance and autographed prizes for adoring fans.
With thousands of people lining up throughout the weekend, the claw machine became the top experience in the games pavilion and showed MLB: The Show fans that Game Pass could give them even more than the game they love.
The activation was a huge success, drawing 4,461 people to play the machine over the four days of All Star Weekend. Kids were especially enthusiastic, arriving as early as 7 a.m. with their parents to line up so they could play. To amplify the experience, we collaborated with TikTok baseball creators Lauren Burke and Tanner Thomas, who documented and shared their interactions with the claw machine, adding additional buzz and reach to the activation. This project not only generated excitement on-site but also heightened brand visibility in a fun and memorable way.
