‘Bases Covered’ is a new influencer fronted video series from Major League Baseball aimed at educating and exciting European fans about baseball ahead of the new, shortened season.
The 10-week YouTube series, created in a tie-up with The Wild and Jungle Creations, is hosted by British sports journalist Max Whittle and Hashtag United player and online influencer Jemel One Five who are challenged to recruit a roster of influencers to form a baseball team without leaving their homes.
Filmed and produced entirely during lockdown, ‘Bases Covered’ sees sports journalist and Boston Red Sox fan Max Whittle and Hashtag United player and influencer Jemel One Five challenged to recruit a roster of former baseball stars and celebrity influencers to form their own baseball team – without leaving their homes – who share their advice, allowing viewers to discover all the aspects of baseball that make the game so compelling.
Each weekly episode will focus on a specific element of baseball from themes such as ‘batting’ and ‘pitching’, to ‘baseball food’ and ‘fan culture’.
‘Episode 1 – Batting’ features six-time All-Star Chase Utley (Phillies & Dodgers) and former World’s Strongest Man Eddie Hall help Max and Jemel with their swing. It focuses on what is arguably the most exciting and easily accessible part of the game for baseball newcomers and existing fans – batting.
While ‘Episode 2 – Ballpark Food’ explores weird, wonderful and massively portioned American ballpark edible delights.
The series will culminate with the team getting together to meet for the first time and play a game.
“Ultimately it is two Brits, both representing the global expansion of baseball that we have seen in recent years, presenting from two very different angles,” commented Max Whittle. “Myself, the established fan and broadcaster and Jemel, a YouTuber and new fan who will learn about the game along the way. Expect fun, engaging content that will often be straight out of left field!”
The campaign was created for MLB Europe’s Head of Content Alex Herron and Managing Director Ben Ladkin by a combined team from The Wild and Jungle |Creations which includes The Wild’s Senior Creative Ed Burgess, Producer/Director Oli Warley, Editors Dan Gillespie and Matt Boner, plus Jungle Creative’s Influencer Marketing Manager Greg Wickert, Head Of Project Management Samantha Russell-Stracey, SDenior Creative Account Manager Brooke Berte, Designer Barbara Desiderato, performance Marketing Manager Sarah Lockie, Senior Emerging Platforms Executive Matt Hucks and Head of Social Oliver Ingham.
Outcome:
Thus far the social engagement statistics have been impressive with Episode 1 clocking up more than 100,000 YouTube views since it was posted on 30 June and Episode 2 generated 75,000 YouTube views since it’s 7 May social media debut.
Comment:
This social series offers the classic combination – the established, specialist journalist for credibility, knowledge and authenticity and the new media platform influencers to make the reach broader and wider and to engage younger, non-hardcore fans.
The US leagues, such as the NFL and MLB, largely cancelling their London (and other overseas) games due to the coronavirus pandemic and its associated restrictions, this kind of overseas, market-specific initiative is vital for these rights-holders to maintain and grow their UK fan bases.
Indeed, ‘Bases Covered’ actually forms part of MLB’s wider global initiative #MLBatHome which aims to ensure that the public can still find ways to engage with the sport and connect with the baseball community whilst teaching the public new skills and increasing their baseball knowledge.
Targeted at new fans, existing fans and playing community, this new series acts as the ultimate pre-season companion giving people a reason to smile and making sure they are looking forward to baseball starting up again.
Links:
MLB
http://mlb.mlb.com/mobile/atbat
http://mlb.mlb.com/mobile/attheballpark
http://mlb.mlb.com/mlb/fantasy/hr_der
https://www.youtube.com/user/MLB
The Wild/Jungle Creations
https://junglecreations.com/the-wild/
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