Case Study

Washington Nationals Baseball

Filling the Seats

In baseball, when the game is on the line, you call in your best closer. That’s why in 2018 the Washington Nationals marketing team called VIVA Creative. VIVA helped the MLB team redesign and rethink their stadium naming rights strategy in 2017, which included video production. The marketing challenge this time around was to create a marketing campaign that increased single-game ticket sales as high-profile star Bryce Harper and others neared the end of their contracts.

Nationals baseball fans in an ad

Developing the Game Plan

VIVA stepped up to the plate with a creative strategy that highlighted the park’s amenities that families and nontraditional customers would be interested in – the National’s team store, park concessions, restaurants, bars, and the famous front gates. We developed humorous commercial scripts and performed casting searches in nearby comedy and theater scenes to keep it local. Within a couple days of shooting, VIVA captured the essence of a Washington Nationals ballpark experience through the eyes of its beloved fans. 

By the end of the season, ticket sales were up significantly as were concession sales and restaurant visits. Was it because the Nationals went on to win the 2018 World Series? Or was it because VIVA knocked it out of the park? Better ask the umpire.