Standout Performance
GEICO X MLB Field of Dreams
This event earned the Sports Business Journal 2021 Sports Event of the Year award, Best New Event at the End of Year Awards, and a PRO Award in the Best Sports Sponsorship category.
Opportunity
Brand Sponsorship: Multi-Platform Branded Campaign
To cut through the clutter and generate awareness within the competitive insurance category, HS&E secured the presenting sponsorship of the Field of Dreams Game, the most highly anticipated regular season game in the history of MLB.
America’s Greatest Past Time Reinvented
HS&E and MLB worked together to create comprehensive promotional media and signage plans to maximize brand awareness and to forge the association between GEICO and FOD. To embrace the novelty of the game, HS&E helped GEICO navigate its TV-visible signage transition from “traditional” creative to a weathered look befitting of the Iowa farmland.
The Sponsorship Strategy That Works
To engage fans in the lead-up to this once-in-a-lifetime event, HS&E collaborated with MLB on a sweepstakes offering an all-expenses paid trip to FOD, inclusive of an overnight stay at the original Field of Dreams house and VIP experiences. Onsite, GEICO was present across venue signage, ranging from Instagram-able step and repeats to integrations within the corn maze. The GEICO Gecko mascot also greeted fans and joined photos, while GEICO appeared across MLB social channels via signage exposure and a wide-range of branded content.
Results
Sponsorship Outcomes That Dominate
5.9
M+
broadcast views, most watched regular season game in 16 years
$ 1.1
M
in QI Media Value from TV-visible Signage
260
M+
social media impressions
1.5
M+
engagements
~ 58
k
unique entries for GEICO’s all-expenses paid fan sweepstakes
Engagement Gallery
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passion
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collaboration
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creativity
our work
