To promote the summer’s ‘Major League Baseball World Tour: London Series 2023’, the MLB marketing team teamed up with specialist agency CSM Sport & Entertainment (CSM) and VCCP Media for a 360-degree campaign targeting committed and new baseball fans across Europe by positioning the event as ‘Bigger Than Ever’ and ‘Unbelievable’.
Following the debut of the event in 2019, the 2023 iteration returns to West Ham’s London Stadium on 24 to 25 June when the St Louis Cardinals and Chicago Cubs – a rivalry stretching back more than 130 years – contest two regular MLB season games in the UK.
MLB worked with CSM and VCCP Media for an integrated campaign spanning broadcast and addressable TV, BVOD, DOOH, and paid social to build awareness of the games, boost excitement around them and drive ticket sales.
The campaign showcases how fans will have opportunities to enjoy the authentic US ballpark experience – complete with regular season games, high-intensity action and plenty of American razzamatazz and entertainment – in London this summer.
The spearhead spot, set to upbeat music and crowd noise, features the excitement of MLB and opens with a shot of the London Olympic Stadium as crowds gather to watch the games. It then showcases several ‘unbelievable’ hits, catches and pitches alongside cheering crowds and closes with a voice over stating “Experience the thrill of Major League Baseball this summer”.
The campaign was spearheaded by a TV partnership with UK sports broadcaster Sky led by a 30-second TV spot running alongside marquee sporting events nationally on Sky and BT Sport throughout April. This strand is further supported by a rollout through Sky’s One Campaign Solution reaching event-goers throughout London and the South East via AdSmart, BVOD & Advance.
To build reach and boost stature, the campaign also includes full-motion digital outdoor screens targeting key London Underground stations – including Piccadilly Circus and Leicester Square – which are so synonymous with big events in the UK capital.
A further campaign strand is a digital partnership with JOE Media built around co-produced content shot during the 2022 MLB World Series which aims to further amplify the experience for fans when baseball makes a spectacular return to London.
CSM Major Events Managing Director Andy Owen stated: “With a packed house at London Stadium watching one of baseball’s most intense and historic rivalries, the MLB World Tour: London Series 2023 promises to be a spectacular event. CSM is proud to have developed the creative, and to be working with MLB and VCCP Media to amplify the campaign. We are excited for the launch and to build anticipation for another historic series in London.”
VCCP Media CEO Tara Marus added: “We are really excited to be launching this multi-channel AV campaign promoting the London Series and celebrating the spectacular event returning to the UK. Working with the innovative and passionate teams at media owners, CSM and MLB alike, with challenger spirits, they really do epitomise the type of brand and partners we love to work with.”
The campaign was created by a Major League Baseball brand team by a group at agency CSM which included Creative Directors Alex Kemp, Cosmo Soave-Smith and Maxwell Burgoyne with Business Director Paul Ward. Media and production was run through VCCP where the team included Media Planner Brad Gilbert, Editor Wez Viz, Executive Producer Charlotte Monks and Producer Aneesha Balu, while music and sound was created by String And Tins where the sound engineer was Lawrence Kendrick/./.
Comment
This campaign is a pillar project in MLB’s long-term European engagement and expansion plans and follows on from other strands within this Euro strategy such as 2020’s ‘Bases Loaded’ social series and 2022’s ‘London Home Run Derby X’, as well as coming hot on the heels of the MLB’s new 2023 season ‘Baseball Is Something Else‘ season long marketing platform.
Leave a comment
You must be logged in to post a comment.