HANKOOK
MLB ALL-STAR WEEKEND PARTNERSHIP
THE BRIEF
Hankook tapped our team to build awareness and engagement around their sponsorship at the iconic All-Star Weekend held at LA Dodgers Stadium.
OUR RESPONSE
We installed a BatFast Baseball Simulator with an interactive AR filter tailored to social - providing fans a novel digital batting experience.
With custom graphics and scoring, we aimed to highlight Hankook’s innovation in powering the future of mobility, just as they fuel America’s favorite pastime ⚾️
INTERACTIVE AR FILTER
Across the three days of the event, the Hankook Baseball Simulator was enjoyed by over a thousand fans and delivered thousands more pitches.
Many fans shared their fun across social media using #HankookAllstar.
With $50,000 investment, MLB Playball Park drove huge lifts of performance, notably a 37.2% engagement rate, compared to the industry benchmark of 1%.
Key Tactics:
Influencer investment (Jay Mendoza & Domingo Beisbol)
Live content capture: created opportunity for of-the-moment ephemeral stories.
Sweepstakes: tangible incentive for UGC
This combination of paid, owned, and earned gave us authentic cache with the MLB audience which intersects with our AMP’d target.
ROLE:
Art Direction
Design
TEAM:
AGENCY | INNOCEAN USA
ECD | Bob Rayburn
CD | Jim Riddle & Steve Harbor
MEDIA | Daniela Rodriguez
CCO | Jason Sperling