Major League Baseball (MLB) partner T-Mobile’s multi-phase activation around the 2023 All-Star Week – held between 7 and 11 July in T-Mobile Park in Seattle (the telco’s US headquarters) – spans 5G, AR, an automated ball strike system, apps, drones, wi-fi, competitions, local activations and ads.
The mobile telco’s activation highlights included:
A drone camera flying over the field transmitted live video over 5G to the ‘T-Mobile 5G BP’ show running on MLB.com, Facebook, Twitter and MLB.TV which was promoted by a drone tour of the ballpark.
Comprehensive 5G coverage so that fans can use the official ‘MLB Next’ app for 3D overlays and visuals over the field like ball distance, launch angle and an interactive strike zone, plus a partnership with Mixhalo offering app users access to low-latency audio of the live ESPN and Fox broadcasts.
A trial run of an automated ball/strike system allowing calls to be challenged in real time with decisions relayed immediately during the All-Star Futures Game for leading minor league prospects.
Offers in the ‘T-Mobile Tuesdays’ app range from a free New Era All-Star Week baseball cap, a chance to win a free MLB.TV subscription in the app.
A 30-second television commercial highlighting how it has impacted the game of baseball, plus a 15-second in-game integration with Ken Griffey Jr, as well as an All-Star ticket contest, Q&As, the T-Mobile Home Run Derby Bracket Challenge and trivia activations.
T-Mobile customers attending the game had access to the T-Mobile ‘Pen In The Outfield’ (originally installed two years ago for Mariners games) where they can watch the game’s action and receive giveaways.
Plus, as the baseball celebration was held in T-Mobile’s own US backyard, the brand also hosted several local activations across Seattle: including the ‘T-Mobile 5G BP Show’, the ‘T-Mobile Home Run Derby’ and a branded ‘Bat Flip Cage’ at Capital One Play Ball Park (where fans performed bat flips while 360-degree cameras captured the moment to create customized GIFs) and the ‘All-Star Bat Shop’.
“Our partnership with MLB is breaking new ground in how fans and players experience baseball, and it’s all made possible by our leading 5G network,” said T-Mobile President of Marketing, Innovation and Experience Mike Katz. “The ABS system and MLB Next app demonstrate the power and possibilities of 5G innovation and its ability to transform the game — and there’s no better ballpark for this to come to life than at T-Mobile Park in our hometown.”
Comment
Major live US sports events such as the MLB All-Star Game – which drew a 14-year-high attendance in 2022 – continue not only to act as a draw for marketers, but also as a test platform and showcase opportunity for new technologies and services.
The 2023 All-Star Week was T-Mobile’s 10th as an official MLB sponsor.
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