Bank of America’s Major League Baseball marketing activities have continued into the post-season.
Social media activations created by Hill Holliday have been a major focus, both during the regular season and continuing into the World Series.
“This season we used our MLB assets and rights in a different way,” Charles Greenstein, SVP, global sponsorship marketing executive, Bank of America, tells Marketing Daily. “We pivoted from prior CSR marketing efforts to be more fan-centric.”
The goal was to showcase fans' love of baseball in a fun and authentic way, he says.
“To do this, we introduced the #MLBmemorybank campaign in partnership with MLB, asking fans to share their favorite baseball memories and
helping them create new ones,” Greenstein says.
To date, there are more than 400 million Twitter impressions around #MLBmemorybank and 18,000 shared baseball memories.
“We've taken advantage of the postseason fanfare with increased TV inventory and in-broadcast integration and orchestrated a unique Snapchat activation leveraging MLB's official account,” he says. “We've also distributed two player videos via social this month to capitalize on the massive conversation around October baseball and are very pleased with the results.”
As an extension to the popular #MLBmemorybank campaign in which the company has encouraged fans to share their favorite baseball moments this season, the Bank and MLB created a Snapchat Story on the official MLB account all about celebrating memories and helping fans create new ones.
Fans in NYC recreated their favorite Postseason moments in a series of videos for the Story, and it ended with a call to action directing people to screenshot an art frame of World Series tickets and tweet it along with their favorite baseball memory using #MLBmemorybank for the chance to win tickets
The results exceeded expectations, with more than 6,000 screenshots, 3,208 Twitter entries and 131,000 Story opens. In the two days around the campaign, there were 3,660 mentions of #MLBmemorybank on Twitter, representing the largest spike of the season.
To further capitalize on the postseason excitement, Bank of America also teamed up with Cardinals legend Ozzie Smith to create a memory for St. Louis fans and surprise fans in NYC and LA with a ”Memory Vault” on-site activation. Fans who shared memory were given a four-digit code to the Vault, with many unlocking prizes ranging from Postseason tickets to signed memorabilia.