Professional baseball team LG Twins will conduct an industry-academic cooperation project with Ewha Womans University Marketing Society 'M-PROJECT' from May 22 to June 26 for approximately five weeks.
LG Twins explained on the 23rd that "this project is aimed at establishing a marketing strategy that is 'Energetic' and 'Friendly' targeting the new female baseball fan base in their 20s."
Regarding this collaboration, LG Twins noted that "it was initiated to explore marketing measures that align with the tastes and consumption habits of 20s women among the MZ generation amid rapidly changing sports fandom trends. The project will be conducted over a total of five weeks, including regular meetings once a week, and will focus on deriving execution strategies that reflect the vivid opinions of actual baseball fans."
Key activities include: △ collecting real voices through Focus Group Interviews targeting female fans in their 20s △ deriving online and offline execution plans through analysis of influx opportunities and touchpoints △ reviewing the validity of proposed strategies and providing feedback △ examining feasibility through discussions with club executives.
LG Twins stated, "Through this project, we plan to establish practical marketing execution plans that reflect the fresh perspectives and energy of university students. In particular, based on an 'Energetic' and 'Friendly' brand image, we hope to lower the entry barrier for new fans and induce natural fandom formation, thereby expanding a broad baseball fan base."
An LG Twins official said, "We want to establish a more diverse and sophisticated marketing strategy through collaboration with university students who best understand the tastes of the MZ generation," adding, "I hope this industry-academic cooperation will serve as an opportunity to get one step closer to the new fan base that loves baseball."
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