Major League Baseball, once the “national pastime”, came to us to help revitalize their relationship to younger audiences in advance of the All-Star Game in Seattle. We knew we had to go big to move the (Space) Needle, so we designed and deployed the largest digital scavenger hunt in the history of Snapchat.
The breakthrough that powered the experience was a template that allowed fans to choose their favorite team from the full roster of 30 MLB clubs, and then embark on a scavenger hunt around the host city of Seattle and T-Mobile Park, home of the Mariners. Snap featured the experience, driving even more engagement.
The experience was designed to scale, and the All-Star Game results were so successful that MLB rolled the experience out to all 30 Major League Baseball stadiums with over 150 activations.
