MLB - Home Run House Party
Challenge
Introduce MLB Europe to media, influencers and friends of MLB and deliver direct engagement with Next Gen Fans, giving them a first-hand experience of how MLB Europe is doing things differently.
The Idea
Baseball fashion is ubiquitous and aspirational streetwear - from caps to jerseys, the iconic baseball teams such as the NY Yankees and LA raiders are part of youth culture. We identified streetwear community The Basement as the perfect partner to launch Home Run House Party, an immersive experience which explored the fashion, action and culture of MLB while showcasing how they are doing it different.
We delivered a fresh take on baseball by inviting guests to experience the entertainment on and off the field with progressive fashion installations, ball-park food concepts and batting cages. The Basement community, media and influencers were entertained by House Party hosts Big Zuu and Ellis Gilbert who ran a team battle style competition in the batting cages, while DJs Yung Omz and Taylah Elaine provided an amazing soundtrack for guests to enjoy.
Impact
- 900+ sign-ups for 46 tickets
- 2M+ views of the Campaign Moment One, 1.5M driven by media partner The Basement and their network of influencers, 470K through earned reach and 62K via MLB owned channels
- Huge amount of media interest – 96% media attendance
- Significant uplifts on key brand metrics, amongst those who are aware of the partnership; ‘proud to associated with MLB’ +15%, ‘experience suited to their needs’ +13%’ ‘uses favourite celebs and athletes’ +11% and ‘content suited to their needs’ +10%
We help brands to play meaningfully in culture. By creating branded entertainment, experiences and activations that people want to spend time with, in the spaces that really matter to people. Because we believe in the power of culture to drive brand and business growth.
Our services and capabilities are delivered by an in-house team across six divisions – Sponsorship, Partnerships, Content, Talent & Influencer, Social and Experiential all overlooked through a strategic lens enabling us to create and deliver truly 360, integrated campaigns whatever the brief.
Sponsorship
By aligning with the culture of Rights Holder Sponsorships, we ensure our partnerships resonate authentically with diverse audiences, leveraging shared values and interests to enhance brand visibility and engagement.
Partnerships
Our approach involves co-creating and embedding within cultural contexts across Media and Brand to Brand Partnerships, fostering meaningful collaborations that drive mutual growth and resonate deeply with target audiences.
Content
We specialise in crafting compelling branded content that captivates and engages audiences, delivering impactful storytelling that enhances brand presence and fosters meaningful connections.
Talent & Influencer
Collaborating closely with tastemakers and influencers, we curate authentic experiences that resonate with audiences, leveraging their influence to amplify brand messaging and drive engagement.
Social
Actively participating in the online cultural conversation, we integrate seamlessly into social platforms to drive conversations, build communities, and elevate brand awareness through relevant and engaging content.
Experiential
Our expertise lies in creating immersive brand experiences that leave a lasting impression, connecting consumers with brands on a deeper level through interactive and memorable encounters.
Our work has been recognised at some of the most highly regarded awards shows in our industry, including: The Football Business Awards, Creative Circle, The Sports Business Awards and The Campaign Experience Awards.
Check us out here or see what we're up to by following @HavasPlayUK on Instagram LinkedIn.
If you'd like to know more about working with us, or for us, then feel free to reach out to Charlie at charlie.piggott@havasplay.com.
