Majestic Jersey Day
Integrated Campaign
Contribution: Creative direction, copywriting
Majestic Athletic, the official jersey provider of Major League Baseball, wanted to grab attention and drive sales without a traditional media buy. We developed a program that tapped into baseball fan pride on a massive scale, and got all 30 MLB clubs into the action.
Declaring a New Holiday
On Jersey Day, Majestic and the MLB encouraged fans to wear their favorite team's jersey to work, school and all over town to show their pride.
We created hundreds of graphics to promote the event on social, in-stadium and in-store.
Jersey Day Fan Battle
On social media, we pitted team against team to see which city had the proudest fans.
Fan Battle Microsite
We tracked the results in real-time on a microsite, and incentivized participation with a sweepstakes overlay.
Players and Clubs on Social
Several baseball players and all 30 clubs promoted Jersey Day on social media.
Influencers
We even got scored some celebrity participation, gratis. We sent free, customized jerseys to famous baseball fans, along with a note encouraging them to join the competition. Posts from the likes of Flo Rida and JJ Watts reached over 2.6 million followers.
Fan-Submitted Content
Fans across the country participated by submitting selfies in team gear on social media.
Stadium Activations
On the big day, we surprised and delighted fans in stadiums by handing out brand-new Majestic jerseys.
Results
The Jersey Day campaign generated 79 million social impressions and increased Majestic’s social followers by 65%. More importantly, Majestic enjoyed a 53% lift in jersey sales, directly attributable to the campaign.