MLB In-Store Retail Activation
AR Player Card Experience
Introduction
To celebrate the start of the MLB season, T-Mobile took over their Times Square Signature Store, transforming it into a baseball-inspired fan zone that fused nostalgia with next-gen tech.
From interactive player card photo ops to fan moments, the activation brought the ballpark to the heart of NYC — creating a space where every fan became a star, every play a shareable moment, and every step a connection to the T-Mobile brand.
What We Did
An Retail Experience in the Heart of NYC
When T-Mobile asked NRG to take the energy of Opening Day and bring it to the heart of Times Square, we delivered. Our goal? To elevate T-Mobile’s MLB partnership by creating a cultural moment that would pull fans off the streets and into a fully immersive, baseball-meets-tech playground.
Enter the T-Mobile Baseball Field — a dynamic, fan-first activation that transformed T-Mobile’s Signature Store into a ballpark-inspired experience designed to blend nostalgia, sports culture, and the brand’s unmistakable magenta flair.
Guests stepped up to a mirror-like screen that turned them into instant pros, immortalizing them as digital baseball cards. With a swipe and a pose, they could personalize their card with their name, favorite team, and position. On activation dates, the cards printed on the spot, giving fans a tangible takeaway that blurred the lines between collectible and content.
A designated swag station featured custom mini baseball helmets, baseball snacks, and T-Mobile-branded memorabilia — a nod to the brand’s commitment to creating lasting fan connections beyond the field.
T-Mobile didn’t just bring the game to Times Square — they brought fans into the game. In a space where foot traffic moves fast, we created a reason to stop, play, and remember. Because when T-Mobile’s in the lineup, everyone’s a VIP.
