Bank of America wanted to demonstrate its shared passion for baseball with the game's fans, while boosting engagement and sentiment on social media and driving overall favorability for the brand. So we created #MLBmemorybank: a program to honor fan memories and help them create new ones.
To drive engagement, we visited baseball markets across the country, surprising and delighting fans with MLB merchandise and tickets while creating shareable video content. We utilized our relationship with the MLB and specific teams to create contextually relevant messaging and leveraged a new partnership with Snapchat to give away World Series tickets and generate 3,660 Twitter mentions in a day.
Bank of America wanted to demonstrate its shared passion for baseball with the game's fans, while boosting engagement and sentiment on social media and driving overall favorability for the brand. So we created #MLBmemorybank: a program that honored fan memories and helped them create new ones.
Social media is at the heart of the campaign. Our ultimate goal was to inspire memory sharing at scale throughout our creative assets, and we did exactly that. To capitalize on a game built on statistics, records and memories, we utilized Bank of America's MLB contractual social media inventory to promote contextually relevant messaging. The MLB and team accounts asked fans to share their memories while highlighting iconic moments throughout baseball history.
In order to focus on our shared passion for the game, we responded to select fans who posted using #MLBmemorybank with unique MLB experiences and prizes. From MLB.tv subscriptions and jerseys to regular season and Postseason tickets, @BankofAmerica did its part to help fans create new memories.
We also leveraged Snapchat, a new platform available to us for the first time, to further drive engagement. The Bank and MLB created a Snapchat Story on the official MLB account that asked fans in NYC to create their favorite Postseason moments in a series of videos. A call to action then directed people to screenshot an art frame of World Series tickets and tweet it along with their favorite baseball memory using #MLBmemorybank, for the chance to win the tickets.
#MLBmemorybank was all about the fans. We visited baseball markets across the country to ask fans about their favorite baseball memories and surprise them with unbelievable experiences, creating shareable video content that sparked interest in the program nationwide.
And no time is more exciting for MLB fans than the Postseason. In anticipation of this we brought the #MLBmemorybank Vault to New York City and Los Angeles, where we surprised and delighted dozens of fans with incredible prizes, including jerseys, Postseason tickets, signed memorabilia and more. The ultimate prize? World Series tickets. In New York City, Yankees legend Tino Martinez helped us surprise a fan with the Fall Classic tickets, and Dodgers great Eric Karros did the same in LA. We captured everything for a social video that was released during the 2015 World Series.
The result was a program that forged a strong connection between the Bank of America and MLB brands, while celebrating the national pastime and the passion it inspires.