The Red Sox were founded in 1901 and have called Fenway Park their home since 1912. To attract younger fans, the Red Sox seek to use mobile technology and their official MLB At Bat app. The app currently allows users to watch games, listen to broadcasts, and access stats. A proposed cohesive Red Sox app would stream games live, share ephemeral content, buy and sell tickets for entry via the app, and enable in-stadium purchases with Apple Pay, consolidating fan experiences. This digital strategy aims to simplify engagement and target the next generation of fans.

1. D E V I N B O B E R

2. HISTORY
• Founded in 1901 as one of the American League’s eight charter franchises
• Home ballpark has been Fenway Park since 1912
• In an effort to meet the consumers changing needs, The Red Sox organization has
made several renovations to Fenway Park
– Three new high definition video displays
– Additional seating, private suites and gate entries

3. CURRENT APP
• MLB At Bat is the official App of Major League Baseball
• $2.99 monthly or $19.99 annually
• Features include:
• Watch MLB. TV Game of the day
• Radio broadcasts
• Live audio access
• Breaking news, schedules, interactive rosters and player stats for every team
• Video library archive, searchable by player or team

4. DEMOGRAPHICS
• Red Sox seek younger fans via mobile technology
• In order to continue to be a successful brand, the organization needs to connect with
the next generation of fans
• Target the next generation of fans through digital marketing

5. DIGITAL MARKETING
STRATEGIES
• My digital marketing goal is to
create a cohesive app for the
Boston Red Sox organization
• Users have an increased desire for
convergence, the idea of being
able to do more than one thing at
a time
• Consumers want technology to
simplify their lives
• A cohesive app will eliminate the
need to browse different search
engines
– Live streaming
– Ephemeral content
– Buy/sell tickets
– Ticket entry
– Apple pay

6. LIVE STREAMING:
• Partner with Twitter to allow
live streaming directly from
the Sox mobile app
• Live streaming allows fans to
view the game regardless of
if they live in the greater
Boston area
• Behind the scene access

7. EPHEMERAL CONTENT
• Like Snapchat and Instagram
stories, posts will disappear
after a set period
• This type of content is
unedited and causal which
allows for a more intimate
connection between the
organization and their fans
• Can use this feature to
showcase special projects,
future contests and special
announcements

8. BUY/SELL TICKETS
• In 2016 the organization
decided to take ticket resales
in-house, ending their
partnership with StubHub
• Directly from the app be able
to buy and resell tickets
• Tickets will be displayed on
the app which was be used to
gain entry to the stadium
– Eliminates printing and
loosing tickets

9. APPLE PAY
• Users will have the option of
setting up apple pay which
enables you to pay for food,
beverage and merchandise all
from your mobile device

10. THE FUTURE
• The Boston Red Sox is rooted in tradition and
history. In order to continue to be a successful
brand the organization needs to target the next
generation of fans.