Major League Baseball/ MLB Print MLB FAN CAVE by Hill Holliday


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Industry Sports Teams & Events
Media Print, Magazine & Newspaper
Market United States
Agency Hill Holliday
Editor Liz Colanto
Released April 2011

Credits & Description

Category: Best Use of Experiential Marketing in a Promotional Campaign
Product/Service: MLB FAN CAVE
Chief Creative Officer: Lance Jensen (Hill Holliday)
Group Creative Director/Copywriter: Tim Cawley (Hill Holliday)
Group Creative Director/Art Director: Kevin Daley (Hill Holliday)
Designer: (Prod4ever)
Production Company: (Endemol)
Editor: Liz Colanto (Hill Holliday)
Digital Production Company: (MLB Advance Media)
Digital Producer: Paul Pantzer (Hill Holliday)
Account Director: Jennifer Akins (Hill Holliday)
Account Executive: Sarah Waskiewicz (Hill Holliday)
Director Of Branded Entertainment: John Dukakis (Hill Holliday)
Content Strategy: Tyler Hissey (Hill Holliday)
Media placement: Website - Online - 1 April 2011
Media placement: Interactive Banners - Online - 1 April 2011
Media placement: Videos - Online - 1 April 2011

Describe the objective of the promotion.
Promote MLB to a younger, more digitally-savvy audience.

Describe how the promotion developed from concept to implementation.
A New York City retail space was remodeled into a fully livable hang-out space. It worked as a tourist destination as well as a digital destination. When teams from around the country would be in town to visit the NY Yankees or Mets they'd stop by the FanCave on the way to the stadiums. So players from every team in the league were part of the effort over the course of the year, plus many celebrities would come by the Cave and hang with the participants when in town on business or promotional tours.

Explain why the method of promotion was most relevant to the product or service.
This moved baseball from a game for just hardcore fans, toward being more of a modern entertainment property. Fans of bands and celebrities would would tune in and learn about baseball. Fans of specific teams, could learn about other players around the league. It gave baseball a central, digital online entertainment hub – and a way to connect constantly, in real time online.

Describe the success of the promotion with both client and consumer including some quantifiable results.
The FanCave currently has about a quarter million Facebook Fans (higher than the League itself and almost as much as some teams that've been around for almost 100 years). Video views in the millions. And a viewer demographic 18 years younger than average fan who tunes into games on TV.