In the game’s 150-year history, there have been few instances where several critical rules were introduced simultaneously. Before the 2023 season, MLB rolled out three historic rule changes that elevate how the game flows and the ways fans enjoy it.

These rules -- including the first-ever pitch timer, a limit to how many times pitchers can disengage from the rubber, the elimination of defensive shifts, and bigger bases -- are intended to speed up and introduce more dynamic play. The net effect: more action in less time, at a better pace. First piloted in the minor leagues, they’ve merited near-universal praise from fans, media, and the baseball community.

Objectives were therefore two-fold:

-- Introduce the rules in a memorable and penetrable way to encourage fan endorsement

-- Ensure these efforts align with the league’s overarching platform, “Baseball is Something" which calls on baseball nostalgia and the game’s incomparable fan experience

MLB teamed up with a savvy creative and production lab to help address the rule changes in a way that mapped back to the love for and fun of the game.

The partners produced several pieces of original creative featuring fan-favorite talent who also happen to be respected champions of the game.

They called on actor Bryan Cranston (Breaking Bad, Your Honor) and actor/comedian Sebastian Maniscalco to lend their one-of-a-kind personas, and illustrate the why, what and how behind the changes.

In his short, Cranston – an MLB Celebrity Softball alumn who fans have also seen in previous baseball-focused creative – invites viewers to join him for some exhilarating highlights and celebrate how the greatest game in the world is only getting better. Chicago Cubs die-hard Maniscalco blended his trademark style and attitude with the innocence of eager youth players doing their best to fill big shoes… or, cleats.

Implementation of these new rules had an immediate impact on making gameplay even more active and captivating. Average length of this year’s Spring Training games was 26 minutes shorter than in 2022. Stolen base attempts (2.3 vs. 1.6 per game), stolen bases (1.8 vs. 1.1) and stolen base success rate (71.3% vs. 77.2%) were all up YoY.

Speaking of change, the way fans consume entertainment is constantly evolving. Supporters can connect to the game via live attendance, broadcasts and streaming, and the creation, sharing and discourse of original social and digital content.

Expanding media options have also led to an appetite for shorter or faster-paced experiences. Moreover, the connectivity between fans empowers them to share and signal boost approval or displeasure.

Even with the impressive data above, the league wanted to ensure fans were not only educated, but felt positively about the changes – leading into the new season.

The celebrity-driven campaign engaged millions of fans across various media.

This included approximately:

- 12M organic and 25M paid video views across social media

- 28M audience impressions across broadcast

- 500K video views on owned and operated MLB channels

- 15 organic news features (from AdAge to MediaPost and FrontOfficeSports in between)

Most importantly, rule changes awareness among fans increased from 52% to 68% amid the campaign.