The Brief

Activate headline sponsorship for Altec Lansing at the Major League Baseball Culture Clash event at Pop Brixton.

The Results

POP Brixton audience: 25,000+
VR Experience Batters: 500+


In a major initiative to re-launch baseball in Europe, Major League Baseball partnered with Altec Lansing to showcase a cutting-edge VR experience for baseball fans at Pop Brixton.

Over the course of two days, hundreds tried their hand hitting home runs in the bespoke VR batting cage. Pop Brixton buzzed with baseball: food vendors wore team jerseys and hats, menus were adapted to involve LA and Boston inspired eats, and the music – provided by Altec Lansing Sonic Boom speakers and six selected DJs – went late into the evening. As a result, the batting cage drew a huge audience with all bookings for the free experience filled within hours of the event opening.

Captive Minds was brought on-board by Altec Lansing. Our brief was to implement, audit and activate their title sponsorship. In doing so, we liaised with MLB, the event and venue managers and organised competitions, product placement and DJ giveaways.