Blue Glove
The 7th Annual Awards
- Best Brand Sponsorship
ABOUT THIS ENTRY
Over 12 million fans tune into major league baseballs all star week every year. And one brand paid millions to be the presenting sponsor. And to be in every single shot of the broadcast. And that brand was not GEICO. So how could we get GEICO on the game, without paying to be on the game? As the brand that gives people more, we did the only logical thing we could think of. We created a ridiculously, stupidly, incredibly big blue glove. And so for 2 days, those fans got those gloves into nearly every, single crowd shot of the broadcast. 384 times to be exact. That’s 10 minutes of free airtime. Equal to 20, 30-second ads. Or $5M! They were all over social media, the news and even e-bay. For over 86M impressions. Getting GEICO more presenting sponsor exposure—without spending those presenting sponsor bucks.
How does this represent "Excellence in Engagement"?
10,000 fans at MLB All Star learned how they could Get More with GEICO by visiting the GEICO Get More Glove activation space where they were able to get a free and ridiculously huge GEICO Get More Glove helping them to catch more homeruns. And fans that did, won prizes, including tickets to the World Series. Not only did we integrate the brand and activation directly into the culture and fan behavior at MLB All Star Week, but we built amplification into the core of the idea—allowing us to get natural brand exposure and millions of impressions without the help of a traditional PR or influencer campaign.
By building amplification directly into the heart of the idea, we were able to get social shares, impressions, and broadcast time, without the need of a PR or influencer campaign.
We tapped into what fans really come to MLB All Star for, and not only gave them more of what they wanted—more baseballs—but built a fun brand engagement that communicated GEICO’s new Get More platform in a way that was simple to understand.
Objective
GEICO had a new brand positioning. After years of “15 minutes could save you 15% or more on car insurance” they had moved to “Get More with GEICO”. And they would debut it for the first time, during MLB All Star Week, where GEICO wanted as many fans as possible to see and understand their new platform, in a simple, fun and uniquely GEICO way.
Strategy & Execution
The crown jewel of All Star Week is the Home Run Derby. Over 12 million fans tune in. It’s where superstar athletes smash homerun after homerun into the stands. And fans go crazy just to get their hands on a ball. Each and every time, the camera panning into the stands to capture the moment. And one brand paid millions to be the presenting sponsor. And to be in every single shot of the broadcast. And that brand was not GEICO. So how could we get GEICO presenting sponsor exposure, without being presenting sponsor? As the brand that gives people more, we did the only logical thing we could think of. We created a ridiculously, incredibly big blue glove. We called it, the GEICO Get More Glove. And we gave it to fans to help them catch more baseballs, while getting GEICO more broadcast time.We created a physical representation of the brand platform with the Get More Glove and gave it to thousands of fans at All Star. And let them know that if they caught a ball with it, they could win tickets to the World Series.
Organizations
- Credits TBD
Credits
James Robinson
Chief Creative Officer
Momentum Worldwide
Joe Kantrowitz
Executive Creative Director
Momentum Worldwide
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
