New Era – MLB Dugout

An authentic digital interactive dugout area at New Era®’s Flagship store in London

Project Description

To coincide with the MLB World Series, we transformed the first floor of the New Era® London Soho store into an authentic sideline dugout area with a host of digital activities.

Our two-week activation allowed consumers to interact with the New Era® touchscreen Twitter wall, using the using the hashtags #MLBDugout #NewEraCap and #MLB_Europe, all appearing in real time.

Guests could also star in their own unique customised retro style Baseball card and upload it directly to their Facebook page and take part in an MLB video game competition, where they had the opportunity to win a trip to a Major League Baseball game in USA.

During the two week activation, sales in the store doubled, whilst our Baseball photocard booth resulted in over 21,000 Facebook and more than 32,000 impressions on Twitter.