The MLB postseason is in full swing with all the drama, home runs and big plays you would hope for. To capitalize on the momentum of the postseason, MLB has come out in full force with strong content and digital initiatives. From stellar graphics to unique media partnerships, it’s worth taking note of their work. Below are five strong plays from MLB so far in this postseason.
1- Sharp look & feel.
It makes sense to approach the postseason / playoffs as a mini campaign. It gives creative a refresh, makes the moment feel bigger and helps rally fans around the moment. It’s a big stage, so elevate it.
As part of their postseason coverage, MLB rolled out a visual identity that is both retro and modern. Not only is the look sharp, but they have varied the content while still keeping things consistent. The result is an engaging and fresh look that stops fans in their feed – and immediately screams MLB.
The key takeaway is to create a look and feel that is own-able, but have enough elements where each piece of content still feels unique.
2- Graphics that engage.
Part of social is bringing your fans into the conversation. You don’t have to beg for retweets or comments to get fans to engage. Instead, think about how you can leverage design and creative to prompt fans to take action. MLB has created “who ya got” graphics that are a great example of this.
3- Unique media partnership.
The MLB has partnered with Bleacher Report for a content series called #TallTales. It’s a fantastic content series debunking certain MLB myths and legends. While they have only done one this postseason, I expect more to roll out.
Wait, the Yankees actually had a mascot? #TallTales (@MLB) pic.twitter.com/TKy9aIOrYY
— Bleacher Report (@BleacherReport) October 6, 2017
There are a two big reasons I like this. First, working with an external partner can help push creative thinking and bring new ideas to the table. Second, it helps bring in a new audience. One can assume that the partnership with Bleacher Report is to attract a younger audience to MLB – and it’s a smart partner, for sure.
4- Video, created for social.
The traditional rules of video are out the window. Instead, the focus is on optimizing for mobile and capturing attention quickly (you have less than three seconds). The exact delivery, of course, is up to interpretation and some a/b test.
MLB has done a good job of creating video with social in mind. They prove that video content does not have to be elaborate to stand out. The majority of their videos are short and rely on text overlay – not sound – to get the message across. A few examples below:
The @Dodgers don’t plan to stop celebrating. #Postseason pic.twitter.com/KnXFtsHFx4
— MLB (@MLB) October 10, 2017
Put some respect on @ARizzo44’s name. pic.twitter.com/UJecVkhpYU
— MLB (@MLB) October 10, 2017
5- Strong sponsorship play.
MLB has partnered with Gatorade for a postseason content series called “Path to the Splash”. The video content showcases each team’s path to get to this point. The content is interesting and has a natural tie to the sponsor. Wins all the way around.
This post scratches the surface of the good work being done in the postseason, from both the league and teams. What has stood out to you so far?
