Nostalgia is a powerful emotion that inspires sharing on social media. Baseball is a sport with a rich history, and every fan has a memory that should be celebrated. Making the connection, we launched the #MLBmemorybank campaign to celebrate those special moments. Bank of America asked fans to share their favorite baseball memories on social media using #MLBmemorybank all season long, and we helped many fans create new ones via surprise and delight.

Social media was at the heart of the campaign. MLB and partner team accounts asked fans to share memories while highlighting iconic moments, driving thousands of posts. We responded to select fans with unique MLB experiences and prizes ranging from MLB.tv subscriptions to Postseason tickets. We also utilized Snapchat to drive further engagement, and a first-to-market MLB activation resulted in thousands of memories being shared.

#MLBmemorybank was all about the fans. From inviting a young Giants fan to throw out the first pitch on Opening Day to orchestrating a selfie surprise with Cardinals legend Ozzie Smith, Bank of America helped create some unbelievable new memories. During the Postseason, we brought the #MLBmemorybank Vault to New York City and Los Angeles, where we surprised even more fans. The resulting videos sparked interest in the program nationwide. Those videos and MLB highlights were housed in a campaign hub on MLB.com.

Our goal was to inspire memory sharing at scale using our sponsorship assets. With more than 400 million Twitter impressions, 21,000 unique memories shared and 4.7 million campaign video views, we did exactly that. The campaign was also among the most successful at driving positive sentiment for the brand on social media, with a score of +4.46. Most important, #MLBmemorybank forged a strong connection between Bank of America and MLB fans, resulting in a +4pp improvement in brand favorability among mass consumer baseball fans.