MLB and Hispanic-focused digital network mitú beginning next month will partner on the creation of content built around the baseball season through a Latino lens. The “Always On” campaign will be geared toward multicultural youth and will include MLB highlights, comedic sketches and memes. MLB Dir of Brand Advertising & Marketing Felicia Principe said, “We wanted more ways to engage our Latino fanbase. We’ll be launching in February with a lot of content focused on a variety of cultural touchstones. Fans, food, music -- the whole ballpark experience.” Mitú CRO Charlie Echeverry said the company’s content is “specifically built to address the needs of folks who are 100% Latino but also 100% American.” Mitú currently creates about 300 pieces of content per week that live across social platforms like Facebook, Instagram, YouTube and Snapchat. Echeverry: “Our goal is to create content that addresses the unique insights that are relative to our young Latino audience about baseball and then deliver that to their social ecosystem, principally on engagement-driven platforms like Facebook.” Principe said MLB will share the generated content with each club that is featured, and the teams will then be able to share through their own social platforms as well. Principe: “We’ll be casting a very wide distribution. The timing is really important. We’ll be capturing Spring Training, and then pushing out content in March built around the World Baseball Classic all the way up to Opening Day.”
GET THE PEOPLE GOING: Both MLB and mitú envision success for the partnership as creating a conversation through a highly-engaged audience. Though the campaign is geared toward Latinos in the U.S., content will feature MLB players of all backgrounds. The campaign’s content also will primarily be in English. Mitú found that even though its target audience can speak Spanish, their preference is to consume content in English. However, there will be some words and phrases in Spanish as nostalgic cues that aim to keep touch with Latino roots. Echeverry said part of the campaign will be about exploring and experimenting with content. He said, “We’ll focus on both creation and the data coming back that will enable us to refine the messaging to make sure it’s as relevant as possible to our young audience.” Echeverry said mitú reaches about 85 million people in the U.S. each month. He said, “We have high internal standards and our goal is to leverage our insight and reach people to take a look at the sport in a fresh way.” With mitú beginning to put together content two weeks from now, it is still unknown exactly which players will be targeted for the campaign.