Chevrolet Celebrates Canada’s High IQ Baseball Fans with MLB Legends

Chevrolet Canada brought Canadian baseball fans’ knowledge and passion to the forefront, turning a limited stadium footprint into an experience with national impact.

With Canada’s only MLB team in the playoffs, Chevrolet activated its North American MLB partnership with a fan-first experiential concept: High IQ Baseball Fan. Fans visiting Chevrolet’s footprint at Rogers Centre were challenged to prove their baseball knowledge for a chance to win a new Chevrolet Silverado.

The idea was fuelled by culture: earlier in the season, a US broadcaster claimed Canadians 'don’t have high baseball IQ.' Chevrolet flipped that into a rallying cry.

The campaign gained momentum with two baseball icons: Buck Martinez, broadcasting icon and voice of Blue Jays baseball, joined the campaign first. Shortly after, baseball legend, Joe Carter, was invited to participate, creating a nostalgic and emotional moment for fans.

"At the end of the regular season, when Canadian 'baseball IQ' was questioned, we knew it was a cultural moment to lean into, but in a positive and uplifting way! Canadian baseball fans are known for their love of the game whether it be traveling across North America to watch the Blue Jays or for being the loudest and most enthusiastic fans in baseball. We knew that Canadian fans would embrace the opportunity to showcase their love and knowledge of the game and they did in unprecedented numbers! Chevrolet Canada’s High IQ Baseball Fan activation celebrated that expertise, transforming a small footprint at Rogers Centre into a nationwide experience. With iconic figures like Buck Martinez and Joe Carter, the campaign created memorable moments for fans, amplified our MLB partnership, and demonstrated how culturally relevant, authentic engagement can deliver both impact and excitement for our brand." said Lauren MacDonald, chief marketing officer, General Motors Canada.

How the campaign came to life

​Momentum Worldwide designed and produced the footprint, the baseball IQ challenge, and the visual T-shirt fan takeover inside Rogers Centre.

​Weber Shandwick drove content creation, fan street challenges, creator collabs and in-game social moments that pushed fans to the activation.

​Dentsu leveraged MLB playoff broadcast placements - lower thirds, scorebug messaging and a 30-second spot - extending the campaign nationwide.

“It was a privilege to collaborate with Chevrolet Canada on this truly special activation. The High IQ Baseball Fan campaign captured everything we love about Canadian sports culture - passion, pride, and a sense of community that unites fans across the country. It’s an agency’s dream to have a client that is willing to get involved in culture to drive their brand, and we’re grateful for the trust and partnership that made it possible. To be part of a moment that connected fans nationwide and celebrated Canada’s love for our team and the game itself is something we’ll never forget.” said Ian Kapasi, group VP, business leadership, Momentum.