On April 8, Beijing time, MLB (Major League Baseball) ignited the opening of the new season, and the MLB 2022 season media viewing day activity was held in Beijing. Minister Tahara of the Chinese Baseball Association and many media representatives and guests were invited to attend, and Qi Dong, Managing Director of MLB China, shared with everyone at the scene the MLB global annual market theme event "Enjoy the Show" - inviting fans to celebrate the unparalleled wonderful baseball event.
The media viewing day specially designed "Enjoy the Game", "Enjoy the Stars", "Enjoy the Fun", "Enjoy the Highs" group interactive session, media friends divided into four teams to compete, enjoy the charm of baseball at the same time, but also convey mlB throughout the year's market highlights: enjoy the event, close to the superstars, enjoy the fun, insight into the strategy.
The media viewing day was full of live interaction
At the beginning of the event, Qi Dong shared MLB's new strategy for laying out the Chinese market. He said, "In 2022, MLB will continue to deepen its localization market strategy and step into a year of rapid development of baseball culture." Build a multi-dimensional content ecosystem, create high-quality program content, strengthen brand events, expand more public welfare projects and cross-border cooperation, and jointly build the cornerstone of China's baseball education network. ”
Qi Dong, Managing Director of MLB China, shared MLB's China market strategy
Multi-dimensional promotion of content propagation matrix
From the broadcast of league events to the production of localized original content, MLB is focusing on improving the content dissemination matrix from multiple dimensions, bringing Chinese audiences a full range of baseball content ecological experience.
Since last season, MLB has joined hands with Oriental Pearl New Media for the first time to bring top baseball events to more than 100 million family users in 28 provinces across the country through besTV big screen. In 2022, MLB will continue to explore more platform partners and create a rich home stadium for the game.
In addition, MLB continues to upgrade its original content dissemination matrix, continues to output high-quality baseball cultural content, and expands more display channels and enriches online activities on social media platforms. In 2022, MLB will continue to explore dynamic new media platforms with highly youthful attributes such as Bilibili and Little Red Book.
MlB Marketing & Content Director Li Dan (right) presented awards to the winners of the interactive session
Original content ecological upgrade
In terms of content marketing, MLB has been trying to make the public understand baseball in a more entertaining and educational form. The popular baseball science animation program "Baseball 103", which will be launched this year, is a return to the advanced work after "Baseball 101" and "Baseball 102". The second season of "First Baseball Lesson" will record the "first baseball experience" of other sports players in the form of a short video. MLB teamed up with Soul Anime to create the original baseball animation Strike! Headwind Pitcher" aims to jointly incubate high-quality local baseball animation and help baseball culture further "break the circle" in China. It is reported that the baseball documentary "Chasing the Ball"" created by well-known director Ryo Takeuchi and his team will also meet with the audience soon.
Comprehensively upgrade the layout of baseball education development
In terms of offline initiatives, MLB will comprehensively upgrade the layout of baseball education development from youth training events, public welfare projects to fan activities.
The public welfare of the event has landed together, focusing on youth baseball education
The MLB CUP Youth Baseball Open, which has been held for 14 consecutive years, will usher in the opening of the new season in Beijing this year and land in more cities. In terms of event presentation, the 2022 MLB CUP will focus on creating rich visual effects, upgrading the trophy and medal specifications, and striving to let the participants get a better experience.
The MLB First Pitch Baseball Charity Class Project will also show a new look in 2022, through the creation of a public welfare project with the concept of community center, in cooperation with local clubs, to provide free baseball enlightenment training classes to children in the community, and to help local clubs enhance their social image.
Expand the "circle of friends" and focus on fan activities
Before the start of the new season, MLB Global Market launched the "Enjoy the Show" campaign, with global superstar, game king, and major league MVP Shohei Otani leading the fan promotion activities as a cover character to convey the charm of baseball. The new season promo was specially produced in English, Spanish, Chinese, Japanese and Korean, premiered on MLB's official social platforms, and aired on U.S. and international platforms.
As part of MLB's internationalization strategy, MLB will bring baseball fans an exciting new tournament model this year , Home Run Derby X, former MLB All-Stars and World Series champions, to create a more dynamic live experience and richer online audiovisual content. From July to October this year, Home Run Derby X will be launched in London, Uk, Seoul, South Korea, and Mexico City, and MLB is looking forward to the future landing in China.
Focusing on the Chinese domestic market, the MLB Baseball Carnival has been successfully held for more than ten years since 2009, covering more than 40 cities across the country and attracting more than 20 million participants. This year, MLB will use mlb LIVE as a new look to connect with a new generation of baseball fans and build bridges with more potential audiences.
With the arrival of the new season, MLB's exclusive activity for fans offline , MLB Spectators will be held in more than 20 cities across the country, and through live broadcasting of events gathered together, fans across the country will enjoy the wonderful beauty of league events.
Focus on the sustainable development of athletes and focus on corporate social responsibility
The "MLB Has Love Awesome" public welfare line project is MLB's heart-warming action for many years, in order to set up a baseball public welfare fund, donate love materials and sports equipment, introduce baseball courses and other forms, practice MLB's public welfare concept, has been carried out in Qingdao, Guangzhou, Chengdu, Shenzhen, western mountainous areas and other places.
This year, MLB will join hands with the "Renewal Plan" team to help baseball players transform into professional educators, realize the all-round training of talents, and enhance the comprehensive competitiveness of athletes outside the field of professional competition.
As the opening date of the 2022 Hangzhou Asian Games approaches, baseball will be included in this Asian Games as an official sport, and the Asian Games baseball and softball stadium will become the largest standard baseball stadium for international events in China. Qi Dong said, "The team of Chinese baseball enthusiasts is growing, and MLB firmly believes that China's baseball soil will eventually blossom into brilliant flowers. ”
Minister Tahara (center) of the Chinese Baseball Association presented awards to the winners of the interactive session
Baseball is not only a sport, it is also a cultural bridge. In 2022, MLB looks forward to more fans in China joining the baseball family, and holding more landing events with partners to jointly support the future of China's baseball development.