GEICO Blue Glove

ABOUT THIS ENTRY

Over 12 million fans tune into Major League Baseball's All-Star week every year, and one brand paid millions to be the presenting sponsor. That brand paid to be in every single shot of the broadcast, and that brand was not GEICO.

So, how could we get GEICO on the game broadcast without paying to be on the game?

As the brand that gives people more, we did the only logical thing we could think of doing. We created a ridiculously, stupidly, and incredibly big blue glove. And so for two 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 twenty 30-second ads ... or $5M USD! The blue gloves were all over social media, the news, and even eBay for a total of 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 home runs. 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, with over 12 million fans tuning in. It’s where superstar athletes smash home run after home run into the stands, and the fans go crazy to get their hands on a ball.

Each and every time, the camera panned 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 the 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

• GEICO
• Momentum Worldwide
• Octagon
• MediaBrands ContentStudio
• MediaBrands

Links

•   Instagram
•   TikTok
•  Facebook
•  GEICO

Credits

James Robinson
Chief Creative Officer
Momentum Worldwide

Joe Kantrowitz
Executive Creative Director
Momentum Worldwide

Daniel Lau
Experience Design Director
Momentum Worldwide

David Chamberlain
Chief Experience Design Officer
Momentum Worldwide

Lacey Najarian
Sr. Graphic Designer
Momentum Worldwide

James Goodwin
VP, Director, Business Leadership
Momentum Worldwide

Parisa Howard
SVP, Group Director, Business Leadership
Momentum Worldwide

Marcia Johnson
Manager, Business Leadership
Momentum Worldwide

Kayla Seawood
Manager, Business Leadership
Momentum Worldwide

Kelsey McKillop
Sr. Copywriter
Momentum Worldwide

Chris Hardy
Graphic Designer
Momentum Worldwide

Jessica Kiel
VP, Director, Integrated Production
Momentum Worldwide

Melissa Hamilton
SVP, Director, Integrated Production
Momentum Worldwide

Medina Niksic
Integrated Producer
Momentum Worldwide

Bryan Baskett
SVP, Director, Experiential Production
Momentum Worldwide

Scotland Reid
Director, Experiential Production
Momentum Worldwide

Brandon Tillotson
Director, Experiential Production
Momentum Worldwide

Robyn Tenholder
Director, Experiential Production
Momentum Worldwide

Kimberly Hart
Sr. Print & Premiums Producer
Momentum Worldwide

Athena Margarites
Associate Director, Project Management
Momentum Worldwide

Susan Moore
Director, Compliance
Momentum Worldwide

Mark Grossman
Sr. Experiential Producer
Momentum Worldwide

Julius Im
Sr. Copywriter
Momentum Worldwide

Melissa Misiak
EVP, Managing Director
Momentum Worldwide

Traci Borella
Group Print Manager
Momentum Worldwide