News You Can Use

With :15 installments, the Saint Louis Cardinals are using Instagram as an episodic storytelling platform.

Their latest series, #BirdtotheFuture, focuses on a mystery: how did the Cardinals obtain all of the memorabilia in the new Cardinals Hall of Fame & Museum. It joins last year’s series, #TheFrontOffice, as the latest #NestFlix story.

One part marketing (promoting the new museum) and one part insider content (think cameos from players, commentators, front office staff and even Christopher Lloyd), the endeavor is unique among sports team marketing that generally features traditional team news and behind the scenes views.

The latest series has been received on Instagram to mixed reviews from the @cardinals 211k Instagram followers, likely underscoring the necessity of making every post entertaining as a standalone in addition to supporting a greater storyline.