In order to keep baseball top of mind with fans in the thick of the offseason, MLB Network’s morning show Hot Stove launched a fully-integrated Twitter competition to discover which player is the #FaceOfMLB. No talking heads or research packets involved. Just a bracket-style tournament pitting 30 baseball players head-to-head, with all the power given to fans to choose the winner.
More than 520,000 votes were cast for the final round, which saw #FaceOfMLB trend for seven hours and generated a 59% viewership increase for Hot Stove over its offseason average.
Over 2.5 million votes were cast during the #FaceOfMLB bracket competition, a 55% increase over the first year. #FaceOfMLB was also mentioned over 4 million times on Twitter throughout the December-to-February campaign.