The Digital Magic Behind the Mariners’ Playoff Run

In the midst of an electrifying playoff run that has Seattle buzzing with baseball fever, the Seattle Mariners’ social media team is working tirelessly behind the scenes to capture every triumphant moment and share it with an increasingly passionate fanbase. As the Mariners have dispatched the Detroit Tigers in a nail-biting 15-inning thriller and jumped to a 2-0 series lead against the Toronto Blue Jays in the American League Championship Series, their digital presence has become a virtual gathering place for fans to celebrate and connect. This moment represents the culmination of years of strategic digital engagement, carefully cultivated to showcase the team’s unique personality and build deeper connections with fans across the region and beyond.

“This home stretch of the season and then into the postseason has been a really fun time for us,” explains Tim Walsh, senior director of digital marketing and social media for the Mariners. Walsh, who joined the organization in 2020 after managing social media for the New York Mets, has witnessed firsthand Seattle’s transformation into a vibrant baseball city. “It’s cool because we have a lot more eyeballs on our content now, and it allows us to really showcase what we’ve been doing this whole season, and even more so over the last few years.” With the Mariners’ unique collection of players and personalities, combined with an energized fan base, Walsh finds his role particularly rewarding during this playoff push. His team manages a diverse array of social accounts spanning everything from the Mariner Moose mascot to T-Mobile Park and even the farm system, collaborating with content creators, videographers, and graphic designers to engage fans across Instagram, TikTok, YouTube, and other platforms.

The strategy appears to be working exceptionally well, particularly on Instagram, where the Mariners recently celebrated surpassing one million followers this season. “I feel like the team playing well, combined with a really good strategy and a really good group of people producing the content leads to tremendous success from a social standpoint,” Walsh notes. The content mix is carefully calibrated to reach different types of fans while serving various organizational objectives. As the only Major League Baseball team never to reach a World Series, there’s profound emotional investment in the Mariners’ current playoff journey, and the social media team leverages this sentiment through powerful hype videos and emotional storytelling. Simultaneously, they maintain a casual “group chat mentality” that resonates with younger fans, incorporating memes, pop culture references, and trending content to create a relatable digital persona.

This postseason run has generated numerous viral fan moments that the social team has skillfully amplified. From the selfless fan who caught Cal Raleigh’s historic 60th home run ball and gave it to a child, to the Detroit fan wearing a “Dump 61 Here” shirt who caught another Raleigh homer and earned himself a meeting with the player and a trip to Seattle—these authentic fan interactions have become content gold. “One of the things we try and do is weave our fans into all of the content that we’re sharing, because they are so important,” Walsh emphasizes. “They create an incredible home field advantage, unlike anything else in baseball.” The team has also pioneered behind-the-scenes access, experimenting with GoPro cameras in the announcer’s booth and capturing intimate moments that fans crave, like Luis Castillo’s perspective walking from the dugout to join his team’s on-field celebration—a video that earned national acclaim.

The success of the Mariners’ social media approach stems in large part from the players’ willingness to grant unprecedented access to their personal journeys. From “hidden camera” moments capturing Julio Rodriguez learning about his call-up to the majors, to rookie Cole Young’s emotional phone call to his family after receiving his big news, these authentic stories create powerful connections between fans and players. Walsh credits a fearless approach to content creation for much of the team’s digital success: “Some things are going to do better than others, but I think we’re not afraid to fail. I think that’s really important in the social space—trying new things and not being afraid to do things that might not click or resonate in the way that you were hoping for.” This willingness to experiment and take creative risks has helped the Mariners develop one of baseball’s most distinctive and engaging social media presences.

While the team excels at reacting to unexpected moments during games—from spectacular plays to spontaneous fan traditions like wearing shoes on their heads—Walsh emphasizes that this apparent spontaneity is actually built on meticulous preparation. His team prepares captions, scripts, graphics, and videos in advance so they can respond instantly when those magical baseball moments occur. “We don’t want to get too far ahead or jinx, but we have to prep, to be ready for what’s next and to tell those stories in a fun, unique way,” Walsh explains. “So that when a crazy moment happens in a game, or fans start wearing shoes on their head, we’re able to jump on it.” This combination of strategic planning and creative agility has positioned the Mariners’ social media operation perfectly to document what could become the most significant chapter in franchise history, as the team continues its pursuit of that elusive first World Series appearance.

As the Mariners prepare for Game 3 of the ALCS at T-Mobile Park, Walsh and his team stand ready to capture the next unforgettable moment that might define this postseason run. Their work represents a modern approach to sports storytelling—one that recognizes the power of digital platforms to extend the ballpark experience far beyond the physical confines of the stadium. Through thoughtful content strategy, authentic player access, and genuine fan engagement, the Mariners’ social media team has created a digital community that amplifies the joy of this playoff journey and deepens the connection between the team and its increasingly passionate fanbase. Whether the Mariners advance to their first World Series or not, their digital presence has already succeeded in capturing the special magic of this remarkable season and sharing it with fans everywhere.