MLB The Show
As another baseball season approached, Sony found itself in the marketing equivalent of a bases-loaded jam. Each March, the release of MLB: The Show led off with huge buzz and massive sales at launch, but then quickly slumped by the end of spring training.
If MLB: The Show’s brand proposition is “So Real It’s Unreal”, there should be no delineation between the game and the sport. And, since both were launching near-simultaneously, an opportunity existed to capitalize on the fans’ optimism and passion, which is never higher than at the start of the season.
Using MLB The Show’s player creation tools—and some creative engineering to upload non-native videos to Vine—we crafted perfectly lifelike versions of leading baseball & gaming bloggers to create personalized Vine baseball cards.
When big plays happened during the season, we recreated them using the game in real time.
To keep up the hype and boost player numbers, we created weekly leaderboards for bragging rights.