Major League Baseball (MLB) and social streaming partner Twitter emphasised the ‘World’ in a ‘World Series’ #PostcardsFromHomePlate initiative in which tweets from baseball fans in several languages were converted into physical postcards in the World Series’ host ballparks.
Kicking off on 12 October, the initiative began when the official @MLB Twitter handle tweeted a call-to-action to fans in four languages – English, Japanese, Korean and Spanish – inviting followers from around the world to comment on what baseball means to them.
The tweets also hinted at offering a ‘surprise’ for fans unable to attend the World Series in person.
In response, baseball fans from 54 countries – from every content on planet except Antarctica – responded with #PostcardsFromHomePlate tweets.
The surprise reveal saw the MLB place actual physical postcards around Minute Maid Park (the home stadium of the Houston Astros) and around Truist Park (home of the Atlanta Braves) during Game Two and Game Three of the 2021 World Series.
We couldn't have said it better ourselves! #PostcardsFromHomePlate pic.twitter.com/NEMERet3lD
— MLB (@MLB) October 28, 2021
❤️⚾️ pic.twitter.com/7GHqhevJeE
— MLB (@MLB) October 27, 2021
❤⚾#PostcardsFromHomePlate pic.twitter.com/JncZocdKEx
— MLB (@MLB) October 28, 2021
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As part of the global PR push around the internationalisation initiative, the microblogging social network highlighted that 20 different countries were represented on the Opening Day rosters of MLB clubs this year and added that during the 2019 and 2020 World Series there was a 49% increase in non-English tweets about the event, a 48% boost in languages used to tweet about it and a 47% jump in the number of unique users tweeting about the World Series in languages other than English.
There are echoes here of Twitter’s award winning NFL Twitter confetti activation in Super Bowl LIV.
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