One hundred taxis, one hundred days before first pitch

MLB needed to promote their London Series games at London Stadium while establishing brand presence in a new market.

That is two jobs at once: sell tickets to a specific fixture on a specific date, and build familiarity for a sport that does not have the everyday presence in the UK that it has at home.

We deployed 100 branded London taxis featuring MLB imagery, launched 100 days before the event.

The countdown structure gave the campaign a natural shape — enough lead time to build familiarity, with the vehicles still on the road as the fixture approached.

The campaign incorporated QR functionality to support ticket purchase, turning a brand format into a route to a transaction. (QR codes are not permitted on the exterior of London taxis — the interior tip seat panels are where a scannable code can be used.)

Vehicles worked central London through the campaign period, including the areas around the London Series fan activity at Trafalgar Square.

The campaign achieved high visibility and strengthened brand recognition by combining American baseball culture with iconic London transportation.

The pairing did a lot of the work: an unfamiliar sport on the most familiar vehicle in the city is an easier idea to absorb than either element alone.

Campaign scale and mechanics above are as delivered. We do not publish audience or performance figures without a stated source and methodology.