SEP 14
2023
FIREWORKS
2024
HELLO!
HELLO!
HELLO!
HELLO!
HELLO!
SUMMER ‘24 IS FAST APPROACHING AND WITH IT COMES ANOTHER OPPORTUNITY TO HERO ONE OF BASEBALL’S GREATEST ASSETS.
THE PLAYERS
Today, we want to talk about how�we do that — with an authentic, relatable activation that can reach new fans and drive earned attention.
The goal here is to evoke the world we plan to create next summer, getting stakeholders excited
about what’s to come.
BEFORE WE GET INTO THE WORK, HERE’S A LITTLE REMINDER
OF HOW WE GOT HERE.
WE HEARD THIS WORK NEEDS TO:
➤ Go from a “world of baseball” focused idea to a truly player focused idea.
➤ Use the fireworks concept to hero a multitude of players and �be flexible enough to adapt to the realities of next year.
➤ Provide opportunity to drive full funnel marketing objectives (e.g. earned social, July 4th sellout, ticket sales, email capture).
THE 4TH IS A MAJOR OPPORTUNITY FOR MLB.
THE NBA IS OVER. THE NHL IS OVER.
BASEBALL HAS THE SPORTS LANDSCAPE ALL TO ITSELF.
Summer is a major
opportunity for MLB.
One BIG reason?
Baseball has the sports �landscape all to itself.
That means lots of sports fans looking for something to do.
Which makes summer the perfect time to invite new audiences to the ballpark.
And with 2024 being the year of the player, a summer initiative means we’ll have a good idea of which players to focus on.
TO GET PEOPLE TO BELIEVE THAT�THERE'S NO BETTER PLACE TO BE THAN BASEBALL IN THE SUMMER.
GET PEOPLE TO BELIEVE THAT
THERE’S NO BETTER PLACE TO BE �THAN BASEBALL IN THE SUMMER BY MAKING OUR PLAYERS MAGNETIC.
OUR JOB:
AND WE STILL BELIEVE THAT FIREWORKS
IS A PERFECT WAY TO DO THAT.
EXCITING
BASEBALL
FIREWORKS
EXCITING
DRAMATIC
BASEBALL
FIREWORKS
EXCITING
DRAMATIC
EYE-POPPING
BASEBALL
FIREWORKS
EXCITING
DRAMATIC
EYE-POPPING
EXPLOSIVE
BASEBALL
FIREWORKS
WE’LL SHOWCASE THE �MOST EXPLOSIVE PLAYERS
FROM THE MOST EXPLOSIVE �GAME ON THE PLANET
IN THE MOST EXPLOSIVE �WAY IMAGINABLE.
THE WORK
NEXT SUMMER IS ALL
ABOUT THE PLAYERS
JUAN SOTO
MIKE TROUT
VLAD GUERRERO JR.
RONALD ACUÑA JR.
FRANCISCO LINDOR
MOOKIE BETTS
AARON JUDGE
JULIO RODRIGUEZ
SHOHEI OHTANI
BRYCE HARPER
JAZZ CHISHOLM
ELLY DE LA CRUZ
CORBIN CARROLL
ADLEY RUTSCHMAN
YORDAN ALVAREZ
THE�MILLVILLE�METEOR
SKYROCKET
ROD
SMOKIN’�SHOHEI
VLADIMISSILE
MOOKIE�BLITZ
A-BOMB
ROCKET
RONALD
DE LA
CRUISER
EL DETONADOR
BAM BAM�BOOM
THE ATOMIC
ALVAREZ
ALAKA-BAM!
JAZZOOKA
THE COMET�CATCHER
COSMIC
CARROL
WANNA SEE SOME FIREWORKS?
POSTER
PACKAGING
PACKAGING
T-SHIRT
PACKAGING
PRODUCT
This is our opportunity
to spotlight our players
down to the detail.
From stats to fun facts
and everything that makes
them a firework.
PACKAGE STORYTELLING
SHOHEI OHTANI
NAME: SMOKIN’ SHOHEI
SUBHEAD: Quiet. But packs a PUNCH, so guard ya chin!
STATS: Blames his success on sleeping 10 hours a night.
WARNING: MAY CAUSE SUDDEN DROP IN OPPOSING TEAM’S MORALE.
RONALD ACUÑA JR.
NAME: ROCKET RONALD
SUBHEAD: Once you get this one movin’, it can’t stop zoomin’!
STATS:
CAUTION: MAY CAUSE CURVEBALLS TO LEAVE ATMOSPHERE.
CLAYTON KERSHAW
NAME: THE FLAMETHROWER
SUBHEAD: It’s striking to the eye, and BURNS when it flies!
STATS:
DANGER: FASTBALL MAY BE FASTER THAN IT APPEARS.
NAME:
Smokin’ Shohei
SUBHEAD:
Quiet. But packs a PUNCH,
so guard ya chin!
STATS:
Blames his success on sleeping
10 hours a night.
WARNING:
May cause sudden drop in opposing team’s morale.
SHOHEI OHTANI
NAME:
Rocket Ronald
SUBHEAD:
Once you get this one movin’,
it can’t stop zoomin’!
STATS:
The first person to do 40 home runs & �70 stolen bases in a season… EVER.
CAUTION:
May cause curveballs to leave atmosphere.
RONALD ACUÑA JR.
NAME:
The KERSH Flamethrower
SUBHEAD:
It’s striking to the eye, and BURNS
when it flies!
STATS:
Clayton must have a big bowl of Golden Grahams before the day starts!
DANGER:
Fastball may be faster
than it appears.
CLAYTON KERSHAW
EVEN MORE STORYTELLING
SHOHEI OHTANI
NAME: SMOKIN’ SHOHEI
SUBHEAD: Quiet. But packs a PUNCH, so guard ya chin!
STATS: Blames his success on sleeping 10 hours a night.
WARNING: MAY CAUSE SUDDEN DROP IN OPPOSING TEAM’S MORALE.
RONALD ACUÑA JR.
NAME: ROCKET RONALD
SUBHEAD: Once you get this one movin’, it can’t stop zoomin’!
STATS:
CAUTION: MAY CAUSE CURVEBALLS TO LEAVE ATMOSPHERE.
CLAYTON KERSHAW
NAME: THE FLAMETHROWER
SUBHEAD: It’s striking to the eye, and BURNS when it flies!
STATS:
DANGER: FASTBALL MAY BE FASTER THAN IT APPEARS.
We’ll also include QR codes on each package that tell a deeper story about the player when scanned, including spring training interviews or a fun animated short.
We’ll also include QR codes on each package that tell a deeper story about the player when scanned, including spring training interviews or a fun animated short.
EVEN MORE STORYTELLING
BUT WHAT ABOUT
INVOLVING ALL OF THE TEAMS?
Glad you asked.
We created these explosive little GIFs to pepper �through the deck. And now, we can’t stop watching them.
Which got us thinking — hey, let’s create these explosive little GIFs for our players across all 30 teams. We’ll use them in social, stadium graphics and post them to GIPHY.
We can even make them out of real-time highlights
to remind fans that explosive plays can happen
on any given night.
THE 4th of JULY
LAUNCH FILM
OUR FILM WILL FEATURE A SALESMAN PASSIONATELY PITCHING OUR PLAYER
INSPIRED FIREWORKS.
FOR THE HERO OF THE SPOT, YOU ASKED US TO LOOK BEYOND BASEBALL.
We love that! Sorry Jimmy Rollins.
And who embodies the stand�owner perfectly
KEKE PALMER
Introducing Keke Palmer! She’s a true force of nature. From her captivating performances in Hollywood to her inspiring charisma and authenticity.
She’s a true embodiment of youthful and determined energy — heck, she IS a human firework.
Her character in Nope for reference is a great example of not only her acting chops but how fit she is for our Stand owner.
And she’s a baseball fan.
BUT WE’VE GOT OTHER CELEBS�IN MIND WHO WOULD CRUSH IT TOO
(AND WHO ALSO LOVE BASEBALL).
We love how Keke can bring the role of the stand owner to life.
Visually, the stand owner is selling fireworks to us, the viewer. So imagine �a hand-held, spoken to camera spot with lots of whip-pans and crashes that match the energy of the fireworks stand owner.
CRAZY :30
Sometimes, Major League umpires make calls that cause managers angry. And vocal.
We open on a manager running from the dugout. We hear the beginning strains of Patsy Cline’s rendition of Crazy.
� I’m crazy
We see a manager yelling at an umpire.
for trying,
Another manager yells. And kicks dirt on the plate.
and crazy
Screaming, a manager takes off his cap and slams it into the ground.
for crying,
An ump and manager are face to face. Both yelling.
and I’m crazy
More yelling. And more arguing.
for loving
The umpire throws a manager out of the game. The manager continues to yell.
you…
Super: There is no not yelling in baseball.
Super: YOU CAN’T MAKE BASEBALL UP.
Throughout the film we’ll cut to highlights, stills, and memorabilia featuring the players.
MAJOR LEAGUE FIREWORKS :30 (ORIGINAL)
In this film we enter the Major League Fireworks stand where its store owner, played by Keke Palmer, is selling a variety of incredible player-themed fireworks. She speaks to camera the whole time as if we, the viewers, were the customers.
Open on the Major League Fireworks stand. The shelves are overflowing with colorful fireworks of all shapes and sizes. The owner is shouting from behind the counter with the energy of a salesperson who ain’t gonna let you leave without buying something.
KEKE: Pfft, if sparklers are what you’re lookin’ to light � then you’re ASKING for a fight.
Keke begins pulling out firework after firework. As she describes each one, �the camera cuts to memorabilia around the stand referencing that player.
KEKE: Want a real show? Try EL DETONADOR — when it’s
locked on, it’s GAME on. It shuffles as it SOARS, it POPS with a roar.
The camera whips to a TV showing Juan Soto shufflin’ just as Keke leaps onto a step ladder to grab another firework from the top shelf.
KEKE: Or the ALAKA-BAM! — it’s got flash, it’s got style, it’s got � the BOOM BANG POW to make you SMILE.
Keke winks and taps a bobblehead of Francisco Lindor with his neon green hair and iconic big smile. She sprints to grab another firework.
KEKE: And don’t forget the VLADIMISSILE. You loved the
last, but this one’s just as FAST with an UPGRADED blast.
The camera whips over to an autographed photo of Vladimir Guerrero Jr. standing next to his father, just as Keke slams another firework on the counter.
KEKE: How about the THE KERSH FLAMETHROWER? — oh it’s
striking to the eye and it BURNS WHEN IT FLIES.
The camera spins to a framed picture of Clayton Kershaw throwing a fiery no-hitter. Keke continues running around. She’s out of control — pulling out fireworks from every nook and cranny as they pile up on the counter.
KEKE: With JAZZOOKAS and MOOKIE BLITZ’S and SMOKIN’ � SHOHEI’s you CAN’T go wrong! So grab em all before it � GOES, GOING AND GONNNNNNNNE.
We see Keke ringing up all the fireworks at the register. She scans the SMOKIN’ SHOHEI and smirks.
KEKE: That’ll be 600 million dollars.
ALT: It’s showtime.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.��
Okay, we rifled off a bunch�of players in that launch film.
But it’s important we overshoot more than we need (in case �of injuries, etc).
We can always repurpose the extras into short form films.
Speaking of…
WE’LL CREATE SHORT FORM FILMS �THAT HERO INDIVIDUAL PLAYERS.
(EVEN THOSE WE WEREN’T ABLE TO COVER IN OUR MAIN FILM)
WE’LL CREATE SHORT FORM FILMS THAT HERO INDIVIDUAL PLAYERS.
(Even those we weren’t able to cover in our main film.)
MAJOR LEAGUE FIREWORKS :15 �(MOOKIE BLITZ)
MAJOR LEAGUE FIREWORKS :15
(MOOKIE BLITZ)
Open on the Major League Fireworks stand.
We see a closeup of the countertop as hands push forward the MOOKIE BLITZ firework. Off camera, we hear the voice of the stand owner.
OWNER: You want fireworks?
I got the MOOKIE BLITZ – ALWAYS a direct HIT!
We cut to tv screen in the stand that shows Mookie ripping a double.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.
Open on the Major League Fireworks stand.
We see a closeup of the countertop as hands push forward the MOOKIE BLITZ firework. Off camera, we hear the voice of the stand owner.
OWNER: You want fireworks?
I got the MOOKIE BLITZ — ALWAYS a direct HIT.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.�
MAJOR LEAGUE FIREWORKS :15 �(SMOKIN’ SHOHEI)
Open on the Major League Fireworks stand.
We see a closeup of the countertop as hands push forward the SMOKIN’ SHOHEI firework. Off camera, we hear the voice of the stand owner.
OWNER: You wanna put on a show? THE SMOKIN’ SHOHEI’.
Quiet. But it packs a PUNCH so guard your chin. OOh
yes!
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.�
MAJOR LEAGUE FIREWORKS :15
(SMOKIN’ SHOHEI)
Open on the Major League Fireworks stand.
We see a closeup of the countertop as hands push forward the SMOKIN’ SHOHEI firework. Off camera, we hear the voice of the stand owner.
OWNER: You wanna put on a show? THE SMOKIN’
SHOHEI’. Quiet. But it packs a PUNCH so guard � your chin. OOh yes!
We cut to framed pic of Shohei starting his HR trot.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.
MAJOR LEAGUE FIREWORKS :15 �(ALAKA-BAM!)
MAJOR LEAGUE FIREWORKS :15
(ALAKA-BAM!)
Open on the Major League Fireworks stand.
We see a closeup of the countertop as hands push forward the ALAKA-BAM! Off camera, we hear the voice of the stand owner.
OWNER: Now this is true magic. THE ALAKA-BAM!
It’s got flash, it’s got style, it’s got the BOOM
BANG POW to make you SMILE.
We cut to poster of Lindor sporting a smile.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.
Open on the Major League Fireworks stand.
We see a closeup of the countertop as hands push forward the ALAKA-BAM! firework. Off camera, we hear the voice of the stand owner.
OWNER: Now this is true magic. THE ALAKA-BAM!
it’s got flash, it’s got style, it’s got the BOOM
BANG POW to make you SMILE.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.�
AND IF A PLAYER GETS TRADED? WE’LL CREATE A FUN VERSION THAT WE’LL PUSH OUT ON SOCIAL.
As you can see, these can �be highly modular.
AND IF A PLAYER GETS TRADED? WE’LL CREATE A FUN VERSION THAT WE’LL PUSH OUT ON SOCIAL.
But we’ll even film one with an agnostic “Mystery Box” firework that can include new players�who are playing red hot.
AND IF A PLAYER GETS TRADED? WE’LL CREATE A FUN VERSION THAT WE’LL PUSH OUT ON SOCIAL.
And if a player gets traded?
We’ll create a fun version that we’ll push to social.
MAJOR LEAGUE FIREWORKS :15 �(TRADED)
MAJOR LEAGUE FIREWORKS :15
(TRADED)
Open on the Major League Fireworks stand.
We see a closeup of the original EL DETONADOR on the countertop. Suddenly it gets batted away and replaced by �its newest version with all new colors.
OWNER: EL DETONADOR isn’t gone, it’s just gonna
explode at another cool spot.
Watch and enjoy.
ALT: EL DETONADOR is back in production.
All new wrap, with the same great BLAST.
�We cut to TV in the stand that shows Soto crushing a ball as a Padre. A hand slaps the top of the TV which causes it to switch �to a new highlight of Soto on his new team.
Cut to end card.
SUPER: EXPLOSIVE PLAYS
EXPLOSIVE PLAYERS
BASEBALL IS SOMETHING ELSE.
FAN EXPERIENCE
Some of you might
remember this:
BUT, CAN WE CHAT �ABOUT THESE FIREWORK
STANDS REAL QUICK?
MLB IS BRINGING ITS MOST EXPLOSIVE PLAYERS TO LIFE WITH REAL LIFE FIREWORK STANDS.
MLB MLB BASEBALL MLB FIREWORKS STANDS
If we’re being honest,
it doesn’t really look like a fireworks stand.
That quintessential fireworks stand that we all know and love.
What made the SPRITE CORNER so successful is that it was an authentic experience. It was designed �to look exactly like a bodega rather than a branded pop-up. But once you entered the store, you were rewarded with a unique branded experience.
The LIL YACHTY’S PIZZERIA is another great example of how a brand needs to lean
into authenticity when creating a branded experience.
SOLUTION:�
What if we made it look like�a fireworks stand from afar?
But up close, the �stand is a shrine to the most explosive players.
LET’S ALSO HAVE SOME SUPER EXCLUSIVE, NOBODY CAN GET THESE UNLESS THEY HAPPEN TO BE AT THE STADIUM, TYPE OF STUFF
And let’s take this signage
to the stadiums for all the �fans on the ground.
These signs can appear in-stadium in reaction to plays as they happen, bringing the unique visual world of our Fireworks stand into every MLB stadium.
LOCATIONS: �
To ensure the most control and scale across our clubs, we recommend activating the modular stands at or near our ballparks.
Building near the parks allows us to focus on key players in each market and avoid club conflicts. It also maintains infrastructure to sell tickets and capitalize on other events happening in each location and further build the connection between baseball’s fireworks and traditional fireworks.
**Note: As we route this with clubs, we would be open to other locations that may be hotbeds for fans such as fairs or popular fireworks/retail parks**
To launch the stands, we’ll purchase highway billboards on the major freeways next to ballparks. Much like a local stand, we’ll highlight the stands exit, which will be the exit to our ballparks.
SCALING THE EXPERIENCE
NYC LAUNCH STAND
(MLB Plaza - 6/17-18)
Launch by hosting influencers, press �& New Yorkers at our fireworks stand outside MLB offices. The event will create
a buzz with exclusive
and rare fireworks merch.
**Consider narrative around AS ballot
vs July 4th games**
ROLE:
PR/Social Scale
MERCH:
All-Star Player Merch (Eg. Shirt/ Hat/Poster), Rare Merch (Eg. Gavel)
KEY MARKET STANDS
(TBD Markets (Min 3-4) - 6/20-7/4)
Next, we’ll bring our stands to key markets around the country. By intercepting real fans at ballparks beyond games, we can highlight our key players and drive buzz for Fourth of July matchups.
ROLE:
Local PR, Ticket Sales, Content Capture
MERCH OPTIONS:
Local Player Packaging & Merch, League Merch (Eg. Poster/Hat/T-Shirt)
CLUB ACTIVATION
(All Teams - 6/20-7/16)
Throughout the Summer, we’ll let every club get involved by collaborating to establish 30 unique player or team fireworks names along with templates for them to print their own packaging, posters and hats for giveaways and in stadium signage.
ROLE:
Local Activation, Summer Ticket Sales
MERCH OPTIONS:
T-Shirt/Poster Templates, POS or Tent Templates for Stores
GIVEAWAYS
With the type of players we’ve seen this season, we CAN’T just stop at the films and the stand.
LET’S ALSO HAVE SOME SUPER EXCLUSIVE, NOBODY CAN GET THESE UNLESS THEY HAPPEN TO BE AT THE STADIUM, TYPE OF STUFF
So let’s take this explosive experience right to the stadiums.
We’ll hide tickets to the July 4th games inside select Fireworks packaging, creating Golden Ticket excitement. But these won’t be ordinary tickets though. They’ll be VIP home plate tickets with all the bells and whistles.
TICKETS TO FIREWORKS
EXPERIENCE
How else would you get to experience the fireworks of our magnificent players unless �you get to actually see them up close?
A few of these packages will have a 1 of 1 note inside of them that gives the owner of the firework the opportunity to meet ‘n greet �some of the explosive players we champion.
A meet & greet with a chance to meet your favorite players is an excellent way to give people the chance to share how much they appreciate the fireworks they see.
MEET & GREETS
EXPERIENCE
Let’s surprise and delight lucky fans at the game�with the opportunity to press the actual button that launches the real fireworks above the stadium.
We’ll film the moment and share it on our social channels.
FIRED UP FANS
ACTIVATION
Design update image once locked
Let’s give away limited edition player jerseys that literally look explosive — designed with burn streaks, frayed ends, ashed numbers. We could even incorporate elements from the player’s firework package right onto the jersey.
We could launch them at the Home Run Derby by having players like Vladdy or Juan Soto rock their exploded jersey when they walk up.
EXPLOSIVE JERSEYS
ACTIVATION
Design update image once locked
LET’S ALSO HAVE SOME SUPER EXCLUSIVE, NOBODY CAN GET THESE UNLESS THEY HAPPEN TO BE AT THE STADIUM, TYPE OF STUFF
And don’t worry, our fans who don’t live anywhere near a stadium can get in on the action too.
We’ll collaborate with Topps to get some explosive cards of our star players and the rookies that have made this season this year what it is… a BANG.
These cards will be special because not only will they be holographic with your favorite players on them but you can only get them with respected fireworks packages.
Scarcity is key. If we can keep these chase cards to a low number they should hold staggering value within the card trading/collecting community.
MLB X
PARTNERSHIP
Don’t fret if you can’t make it to the stadium. If you purchase some of the exclusive fireworks merch on the MLB website. You have the opportunity to get an MLB.TV subscription for a year for free.
MLB.TV FOR A YEAR
ACTIVATION
Ahead of the Fireworks stand launch, we’ll send our Creator Class some influencer seeding kits disguised as Firework Assortment boxes.
These kits would include the fireworks and packaging featured in our Fireworks stand including:�
INFLUENCER PACKS
SEEDING KITS
There’s gotta be
a calendar, right?
MAJOR LEAGUE FIREWORKS
| 6/17 | 6/24 | 7/1 | 7/8 | 7/15 |
HERO FILM
(:30/:15/:10)
PLAYER FILMS
(:10)
HERO MARKET OOH
FAN EXPERIENCE
CLUB ACTIVATIONS
PARTNERSHIPS
NBA FINALS LAUNCH
O&O + TARGETED PLAN
ASG PROMO REFRESH
O&O + TARGETED PLAN
OWNED FOCUS, LAUNCHED ALIGNED TO NATIONAL GAMES
NY PR EVENT
(6/17)
2X CLUB STANDS
(6/22 WKND)
2X CLUB STANDS
(6/29 WKND)
ASG
ACTIVATION
DEPLOYED IN CLUB PROMOTIONAL WINDOWS
ONGOING, DEPLOYED NATIONALLY IN PARTNERSHIP WITH TOPPS, CREATOR CLASS, ETC
KEY MARKETS - STADIUM ADJACENT
INFLUENCER KITS
WHY WE LIKE THIS IDEA.
IT’S A FILM
IT’S A FAN EXPERIENCE
IT’S AN APPAREL DROP
IT’S A PARTNERSHIP DREAM
IT’S SHAREABLE
IT’S FOR HARDCORE FANS
IT’S FOR NOOBS.
WE KNOW THAT WAS A LOT
OF EXECUTIONS
WHAT COMES NEXT YOU ASK?
THIS IS WHERE WE KNOCK�THIS OUT OF THE PARK.
WE’RE READY TO BRING THIS ANYWHERE AND EVERYWHERE�TO GET THE GREEN LIGHT.