MARINERS.TV LAUNCH
In partnership with MLB, the Mariners launched Mariners.TV, the club's direct-to-consumer streaming platform for fans across the Pacific Northwest. Building on the foundation of ROOT SPORTS Stream, Mariners.TV represented the next evolution of the club's streaming strategy, creating a new experience under the MLB umbrella.
Our team built an integrated marketing campaign spanning owned and paid channels including social media, email, web, app, paid advertising, in-park, and radio. Each channel played a distinct role in building awareness, educating fans about the new platform, and driving subscriptions throughout the season, ensuring fans encountered Mariners.TV wherever they connected with the club.
Rather than relying on a single launch moment, the campaign evolved throughout the season. Messaging shifted alongside the fan journey, from introducing the platform and educating fans on its benefits to converting interested fans into subscribers during key moments throughout the year.
THE RESULTS
Mariners.TV surpassed its first-season subscriber goal by more than 50%
115K+ subscribers in year one
Integrated campaign spanning seven channels drove awareness and conversion throughout the season