MARINERS DIGITAL SHORTS

For decades, the Mariners kicked off each season with memorable commercials featuring stars like Ken Griffey Jr., Ichiro Suzuki, Edgar Martínez, and other franchise icons. We saw an opportunity to bring that tradition into the digital era, reviving the spirit of those campaigns while introducing a new generation of players through scripted comedy and character-driven storytelling designed for today's digital audiences.

This revitalized series has grown into one of the club's signature marketing and content franchises. By leaning into player personalities, recurring characters, and stories that extend beyond the field, the Mariners Digital Shorts have become a staple among fans and media across the league. Each spring, the series serves as the club's flagship brand campaign across digital and regional television while driving ticket revenue through themed promotions and paid media.

BUILDING THE CONTENT SERIES

I lead our group in bringing each campaign from concept through execution. Every offseason begins with brainstorming ideas inspired by player personalities and nicknames, from Cal Raleigh's "Big Dumper" persona to Luis Castillo's "The Rock" and Julio Rodríguez's "No Fly Zone," clubhouse dynamics, and cultural moments, before collaborating across creative, production, photography, integrated marketing, partnerships, and baseball operations to bring each idea to life.

Production takes place during Spring Training, where we coordinate locations, props, player schedules, and filming around the demands of a major league camp. The relationships we've built with players have become one of the series' biggest strengths, creating an environment where players embrace the creative process and frequently contribute ideas of their own. Cal Raleigh, one of the breakout stars of the series, has asked to join our annual brainstorming sessions to help shape future concepts.

THE STRATEGY

The series is designed to do more than entertain. Every short is built to showcase player personality and create moments that live well beyond Opening Day.

Behind-the-scenes content receives the same creative attention as the shorts themselves, giving fans a window into the relationships and personalities of the club. Those moments often become just as memorable as the finished videos, extending the conversation and keeping fans engaged throughout the season.

Beyond audience engagement, the series extends across digital, regional television, and paid media while driving measurable ticket revenue. Concepts have been turned into ticket specials, including a Big Dumper Trucking night and a Luis Castillo "Rock" fanny pack giveaway, and content from the Shorts is boosted through paid social to extend reach and impact.

THE RESULTS

• 2024: 42 posts, 8.7M impressions, 3.9M video views

• 2025: 121 posts, 13.9M impressions, 7.1M video views

• 2026: 128 posts, 15.8M impressions, 10.1M video views

FAN & MEDIA REACTION

Digital Shorts has become one of the Mariners' most recognizable content franchises, earning coverage from Sports Business Journal, Marketing Brew, MLB.com, The Seattle Times, and other national outlets.

The response from fans has been overwhelming. Each spring, fans anticipate the next installment, regularly reference past shorts, and continue sharing memorable moments years after they're released. What began as a tribute to the club's iconic commercials has become one of the Mariners' signature Opening Day traditions.