Under Armour: MLB Opening Day

SOCIAL ACTIVATION | DIGITAL | DESIGN

MLB Opening Day holds a lot of weight among baseball fans – many have even suggested that it should become a national holiday. With the 2018 MLB season approaching, Under Armour was looking for a way to capitalize on the excitement surrounding Opening Day and needed a socially driven activation that gave fans an opportunity to celebrate the return of baseball.

We honed in on the idea that Opening Day is a cultural moment that we love it because it offers share-worthy points of connection. Our solution was to create individualized Snapchat geo-filters that could be accessed at each of the fifteen stadiums hosting a game. These Snap filters would mimic the visual language of baseball cards, something that holds sentiment and is grounded in the tradition of the sport. The end result was a highly shareable way for fans to showcase their Opening Day experience and commemorate the ephemeral moment.