Irish Heritage Night at Citi Field
Overview
Vivienne partnered with the New York Mets on a multichannel Irish Heritage campaign spanning cultural strategy, in-stadium programming and digital content. Her role focused on strengthening the authenticity of the Mets’ Irish offering, with input across language, entertainment, vendors, food and beverage, and broader cultural integration. The lead campaign video generated more than 650,000 views within its first week.
The partnership extended beyond creator promotion. Vivienne worked with the Mets to shape how Irish culture was represented throughout Citi Field, bringing greater depth and relevance to the fan experience. This included Irish-language integration, Irish dance, vendors, food and beverage activations and culturally informed programming. The same approach carried into the digital campaign, ensuring the creative felt credible to Irish and Irish-American audiences while remaining aligned with the Mets’ wider brand.
The campaign combined cultural insight, creator-led storytelling and paid amplification to deliver significant reach while strengthening the Mets’ connection with a highly engaged Irish and Irish-American audience. By integrating Irish culture across both the physical stadium experience and digital communications, the partnership demonstrated the value of culturally informed collaboration at scale. The result was a campaign that felt distinctive, credible and commercially effective, while positioning Irish Heritage Night as more than a one-off event.
Next
Project
Signature Socials
Founded by Vivienne Sayers O’Callaghan, Signature Socials LLC was born from the momentum of her own digital success. Signature is a creative agency and consultancy specialising in website design, social media management and digital strategy for leaders seeking to build strategic digital presences and grow their online audiences.
Irish Heritage Night at Citi Field
Irish Heritage Night at Citi Field
Overview
Overview
Vivienne partnered with the New York Mets on a multichannel Irish Heritage campaign spanning cultural strategy, in-stadium programming and digital content. Her role focused on strengthening the authenticity of the Mets’ Irish offering, with input across language, entertainment, vendors, food and beverage, and broader cultural integration. The lead campaign video generated more than 650,000 views within its first week.
Vivienne partnered with the New York Mets on a multichannel Irish Heritage campaign spanning cultural strategy, in-stadium programming and digital content. Her role focused on strengthening the authenticity of the Mets’ Irish offering, with input across language, entertainment, vendors, food and beverage, and broader cultural integration. The lead campaign video generated more than 650,000 views within its first week.
The partnership extended beyond creator promotion. Vivienne worked with the Mets to shape how Irish culture was represented throughout Citi Field, bringing greater depth and relevance to the fan experience. This included Irish-language integration, Irish dance, vendors, food and beverage activations and culturally informed programming. The same approach carried into the digital campaign, ensuring the creative felt credible to Irish and Irish-American audiences while remaining aligned with the Mets’ wider brand.
The campaign combined cultural insight, creator-led storytelling and paid amplification to deliver significant reach while strengthening the Mets’ connection with a highly engaged Irish and Irish-American audience. By integrating Irish culture across both the physical stadium experience and digital communications, the partnership demonstrated the value of culturally informed collaboration at scale. The result was a campaign that felt distinctive, credible and commercially effective, while positioning Irish Heritage Night as more than a one-off event.
The partnership extended beyond creator promotion. Vivienne worked with the Mets to shape how Irish culture was represented throughout Citi Field, bringing greater depth and relevance to the fan experience. This included Irish-language integration, Irish dance, vendors, food and beverage activations and culturally informed programming. The same approach carried into the digital campaign, ensuring the creative felt credible to Irish and Irish-American audiences while remaining aligned with the Mets’ wider brand.
The campaign combined cultural insight, creator-led storytelling and paid amplification to deliver significant reach while strengthening the Mets’ connection with a highly engaged Irish and Irish-American audience. By integrating Irish culture across both the physical stadium experience and digital communications, the partnership demonstrated the value of culturally informed collaboration at scale. The result was a campaign that felt distinctive, credible and commercially effective, while positioning Irish Heritage Night as more than a one-off event.
Signature Socials
Founded by Vivienne Sayers O’Callaghan, Signature Socials LLC was born from the momentum of her own digital success. Signature is a creative agency and consultancy specialising in website design, social media management and digital strategy for leaders seeking to build strategic digital presences and grow their online audiences.
