Fox Sports University— World Baseball Classic Campaign
Fox Sports — “Taste the Classic”

“Taste the Classic” positions the World Baseball Classic not just as a sporting event, but as a cultural moment. one that blends sports, food, influencers, and fandom to drive awareness, participation, and social conversation at scale.

research

  • Younger audiences are drawn to baseball primarily for the atmosphere including food, fans, and the social experience rather than the sport alone.

  • A significant portion of respondents (30%+) were unfamiliar with the World Baseball Classic, indicating low awareness among casual baseball fans.

  • Respondents expressed interest in more social media coverage that felt lifestyle-driven rather than purely sports-focused

key findings

Two audience personas were developed to guide messaging and content direction, ensuring the campaign resonated with both sports-adjacent viewers and socially motivated fans.

strategy

  • Using food as a universal connector to introduce global teams and cultures

  • Targeting baseball wives and girlfriends (WAGs) and lifestyle influencers to showcase watch parties, behind-the-scenes moments, and tournament excitement

  • Creating content that felt aspirational, social, and accessible for casual fans

The strategy centered on:

example content deliverable:

  • Influencer-led watch party and behind-the-scenes content, primarily through WAGs and hosting-focused creators

  • A curated PR box experience designed to kickstart social conversation and content creation

  • Strategic brand collaborations that aligned with both global culture and existing MLB fandom

  • Broadcast segments that bridged live games with lifestyle-driven storytelling

Key execution elements included:

  • Global snack assortment

  • Custom cocktail kit inspired by iconic sports drinks

  • WBC t-shirt, custom glassware, and branded popcorn

  • Promotional materials and packaging design

Deliverables

❋ Influencer and WAG PR Boxes

❋ Original Content Segments:

  • Taste & Tune In with Guy Fieri, showcasing how fans can recreate stadium food at home

  • Dish of the Game, a recurring segment where Fox Sports announcers sample and rank global dishes in a fan-voted flavor bracket across the tournament

❋ Brand Collaborations

  • Joe & The Juice smoothie series inspired by 2026 WBC host locations, with flavor profiles reflecting each region

  • Stadium-exclusive food concepts such as Bases Loaded Lemonade and globally topped corn dogs

PR box mockup

PR box final prototype

My Role

  • I played a lead creative role in research, strategy, creative direction, and production, shaping the campaign from initial insight to final deliverables.

    Contributions

    • Developed campaign concept and creative direction

    • Assisted with survey design and analysis to inform strategy

    • Co-developed social media and influencer approach

    • Created promotional video and visual assets for brand collaborations

    • Designed PR box experience and stadium-exclusive food concepts

    • Developed graphics for the “Dish of the Game” segment and fan-voted flavor bracket

    This role involved multiple touchpoints including social, experiential, broadcast, and brand partnerships, demonstrating leadership in creative execution aligned with overall campaign strategy.