Prime Video tapped Newhouse for a strategic, gratis and paid influencer marketing campaign to promote the upcoming A League Of Their Own series. Our challenge was to elebrate women in sports with a two day influencer driven activation complete with sponsors, designer uniforms, a record breaking stunt and a 3 inning celebrity influencer baseball game.

At the center of Prime Video’s A LEAGUE OF THEIR OWN was a poignant message: baseball is for everyone, regardless of gender, race, or sexual orientation. It was a big statement that deserved a big platform.

We needed an idea that could inspire female athletes to dream big and swing for the fences, just like the women from the series did decades ago. Our answer was to write a heartfelt letter to the future from the girls of today, using nothing but baseballs. It was a bold promise to the next generation of female ballplayers, pledging to fight for a more equal and inclusive sport. Together with over 100 female volunteers, we built the letter — ball by ball, word by word, line by line. In total, it took 30,000 baseballs to create the full 300-foot message, which became the largest ever of its kind.

In addition to the on-field stunt, Newhouse ideated and executed a celebrity + charity baseball game to celebrate women and the LGBTQIA community, two cornerstones of A LEAGUE OF THEIR OWN.

Our team sourced a college baseball field, key printing vendors, and concession sponsors to bring this baseball game to life. Some highlights include an interactive tunnel that transported our 300 guests from the LA Valley to the 1940s home of the Rockford Peaches, a concessions stand serving old school classics like Pink’s Hot Dogs and See’s Candies, and a Therabody Recovery Lounge for guests and players to relax and take a break from the hot, sunny day.

To amplify the experience, NEWHOUSE led a strategic gratis and paid influencer marketing campaign. NEWHOUSE identified and invited influencers that were in “a league of their own” and fit the series’ key thematic pillars (disruptors, athletes, LGBTQIA+, AA, womens, etc.) to attend the exclusive baseball game in LA and take their followers along for the journey.

Additionally, NEWHOUSE worked alongside the Prime Video team to identity and assemble the two teams that competed in the baseball game, which were comprised of disruptors and athletes in the sports realm. The NEWHOUSE team was able to secure players at a budget-friendly rates. The campaign resulted in 232 social posts across platforms and a total of 15.5M impressions.