Case Study: Major League Baseball drives record fan engagement with Adobe Social

Major League Baseball boosts click-through rates 51% with Adobe Social

Major League Baseball (MLB) partnered with Adobe Support and Services, leveraging Adobe Experience Platform and Adobe Journey Optimizer, to enhance fan engagement through more personalized and timely communication. The challenge was to unify data and processes to connect with fans effectively before, during, and after games across its 30 clubs.

The solution involved a structured framework focusing on data, decision-making, and coordination, implemented through agile six-week sprints with Adobe. A key initiative, "Sunny and 75," used real-time weather and fan data for targeted ticket offers, resulting in a 51% higher click-through rate and a significant lift in incremental sales. Adobe's support helped MLB create a centralized playbook, turning successful campaigns into repeatable capabilities for all clubs.

Major League Baseball