LEGO Play Ball Tour

For the 2017 baseball season, LEGO Systems launched a 15-market tour of Double-A and Triple-A Minor League Baseball (MiLB) stadiums. The tour offered baseball fans a hands-on LEGO build experience relying on existing assets only (play tables, models, etc). Responsibilities included development of all aspects of identity, developing a Marketing Tool Kit for teams to leverage their owned channels, producing training materials for staff, reporting of metrics to the client, and designing and maintaining the tour’s presence on the “Events” microsite.

LEGO® Play Ball Tour logo, jersey and caps

LEGO Play Ball logo design and branding on jerseys and caps worn by event staff.

LEGO® Play Ball Tour Media Kit page samples

LEGO Play Ball Marketing Kit and Graphic Standards provided to teams to promote tour stops through owned channels. The Kit includes links to downloadable content such as graphics, artwork, photos and videos. 

LEGO® Play Ball Tour truck wrap

LEGO Play Ball branding applied to the tour truck. Production and application by RMZ Installations.

LEGO® Play Ball Tour tent artwork

10x10 pop-up tent with LEGO® Play Ball branding.

web and mobile ad examples

Examples of LEGO Play Ball web & mobile advertising provided to various tour stops to aid in their marketing efforts through owned channels. 

sample pages of staff training manual

A sampling of pages from the LEGO Play Ball Staff Training Manual supplied to Tour Managers and Brand Ambassadors. This manual was provided to Brand Ambassadors as a PDF in advance of a tour stop to provide an overview about the company, its products, and the activation before the hands-on training the day of the event. 

sample pages from tour recap document

Sample pages from the LEGO Play Ball Tour Recap document used to report end-of-tour metrics to the client. Pages were designed to highlight the most important information with maximum impact. 

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