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  • Project Title
  • Project Type
  • Date
  • Social Media Strategy for Minnesota Twins
  • New Business Client
  • July 2011
  • Software
  • Media Channels
  • Note
  • Adobe CS5 Creative Suite
  • Facebook, Twitter, In-stadium TV’s, Mobile
  • Some work was proposal only


The Twins Ballclub felt they weren’t utilizing social media as effectively as they could. They had the desire to reach one million combined Likes on Facebook and Follows on Twitter before 2012, and so they turned to the Martin Williams interns to create a social media strategy guide centered around key events at Target Field.

Starting with Bert Blyleven’s induction into the Baseball Hall of Fame, we created social media micro-campaigns that celebrated Twins culture and the

love of the game. We promoted the use of #circlebert during his send off from Target Field and the hashtag trended in Minneapolis within 3 hours, continuing to trend through the entire campaign. In the 11 days leading up to his induction in Cooperstown, we released daily video and photos of Blyleven on an interactive Facebook tab. The countdown concluded with a special video recorded minutes after his induction, specifically for his online fans.



Meanwhile, these messages were circulated on the flat screen televisions located around the Target Field concourse.




  • Left image
  • Proposed wifi landing page
  • Right Image
  • Trending topics of that week

It was requested that we propose a redesign of the landing page for Target Field’s wifi network (Note that this is a proposal, and all photography is property to its respective owners). One of the key connections we wanted to make was that of social engagement with the in-stadium experience. To make this connection, most micro-campaigns we proposed encouraged the use of smart phones in stadium. Also, most campaigns hosted on social-media sites highlighted the joys of Target Field.
Since the strategy runs until the 2012 season, much of it cannot be discussed, but between August and December, the Twins have received 100,000 new Facebook Likes. That’s a 20% increase to the Facebook fan base in only four months. During the Blyleven promotion, the amount of daily Likes quadrupled.