This is the case study for a very effective campaign I led.

1. C A S E S T U D Y

2. THE SITUATION

3. Category sales were in decline since 2010
Sales for Sony PlayStation’s MLB The Show were flat.
1

4. Baseball is seen as less exciting than other sports
This translates to the video game too. Gamers want excitement and user
perceptions are that baseball is long, methodical and strategic.
2

5. The game was not ready for Opening Day
It was 6 weeks late due to PS4 tech challenges. MLB The Show, the highest-
rated sports title, had not missed an Opening Day in 9 years. Since there was
no gameplay footage to use in marketing, we needed a very creative solution.
3

6. THE CREATIVE PLATFORM

9. Baseball is Better than everything.
MLB The Show as cultural instigator.
Players amplify the mantra.
250+ pieces of original digital & social
content all season long.

10. THE WORK

11. ANDREW MCCUTCHEN
Followers: 800K
JASON HEYWARD
Followers: 450K
MIGUEL CABRERA
Followers: 970K
CC SABATHIA
Followers: 620K
BRETT LAWRIE
Followers: 400K
BRANDON PHILLIPS
Followers: 1.8M
Influential MLB stars led the conversation
(100+ videos created throughout the season)

12. Player personas based on their authentic social presence.

13. We created content
for all channels in
multiple formats &
optimized performance.

14. Content addressed the cultural & sports topics of the day.
B. PHILLIPS: TRASH TALK
CABRERA: GET MUY BUENO
A McCUTCHEN: PSA
BLAWRIE: YOUTH CAMP
@MLBTHESHOW
[SONY] PLAYSTATION
SABATHIA: IDEA PITCHER
WEEK 1 WEEK 2 WEEK 3 WEEK 4APRIL
PRODUCT
MLB
SPORT
CULTURE APRIL
FOOL’S
MASTER’S
TOURNAMENT
TAX DAY
JACKIE ROBINSON
DAY
STANLEY CUP
FINALS
EASTER
EARTH
DAY
1ST NIGHT GAME
NBA PLAYOFFS
GAME OF THRONES
PREMIERE
GAME OF THRONES
CRICKET
QUICK COUNTS
RECORD STORE
INT’L CRICKET
CHAMPIONSHIPS
GRAND NATIONAL
BOSTON
MARATHON
SNOOKER WORLD
CHAMPIONSHIP
NATIONAL
TARTAN DAY
BLUE JAYS VS.
ORIOLES
MASTERS
KISSING
Y2Y SAVES
(SPEED DATING)
J HEYWARD: HELP DESK
BOXING
PACQUIAO VS.
BRADLEY
CRICKET
PERFUME
SELF DEFENSE
BALL
WALKBACK
SONG
GOLF
BEATBOX
(NOT A REAL JOB)
STEALING
MASTERS
GOLF
BOXING
GAME OF THRONES
MARRIAGE
QUICK
COUNTS
ROBOT
UMPIRE
WALKBACK
SONG
BEATBOX
RECORD STORE
ZOO
3 THINGS
CHESS
NBA FINALS
NBA FINALS
MARRIAGE
KISSING
QUICK COUNTS
Y2Y SAVES
Y2Y SAVES
QUICK
COUNTS
Y2Y SAVES
PERFUME
ROBOT
UMPIRE
SELF DEFENSE
BALL
ZOO
(NOT A REAL JOB)
STEALING
3 THINGS
CHESS
(SPEED DATING)
BRICKS
BRICKS

15. Brandon Phillips,
all-star 2nd baseman & noted trash talker,
set the tone by taking on
unexpected subjects.

16. We amplified engagement
by posting content at the
right moment.
NHL Playoffs
Engagement
20.68%
Engagement
17.37%
NBA Playoffs
Avid sports fans tweet while watching
games on TV. We posted competitive
content during the NBA & NHL playoffs.

17. tumblr included
250+ pieces of
original content.

19. The campaign led to
the best selling launch
in brand history for

20. Sales growth +40%
Record engagement
Record awareness
Record pre-order sales
Record day 1 sales
Record week 1 sales

22. THANK
YOU!
martinnavarrete.com