Client: Geico
Project: MLB All-Star Game Activation – “Get More Glove”
Agency: Momentum Worldwide
Role: Art Director
Creative Director: Toni Kaleda
Copywriter: Julius Im
Copywriter: Kelsey McKillop
The Challenge
Geico wasn’t an official sponsor of the 2023 MLB All-Star Game, but they still wanted to make a splash. The brief? Create an earned-media-worthy activation that could stand out amid big-league branding—without the luxury of title sponsorship rights.
The Insight
During MLB’s All-Star Week, all eyes are on the Home Run Derby and the outfield. For fans, the chance to catch a fly ball is as close as most will ever get to playing in the majors. That emotional payoff—the thrill of the catch—was our opening.
The Big Idea
"Get More Glove" – a bold play on Geico’s “Get More” brand promise. We turned a universal fan moment—catching a ball—into a giant opportunity with equally giant gloves.
The Execution
We designed and distributed custom oversized Geico-branded gloves to lucky attendees during MLB All-Star Week (July 12–16) in Arlington, TX. These weren’t just fun photo ops—they were functional. Any fan who managed to snag a ball with their massive mitt won exclusive prizes, from limited-edition merch to tickets to the 2023 World Series.
The activation took over the stadium, with the comically large gloves becoming instant conversation starters, social media fodder, and a visible reminder that Geico gives you “more.” Even fans who weren’t natural athletes were suddenly in the game, creating unforgettable, inclusive moments powered by the brand.
The Results
Dozens of real-time prize redemptions during the Home Run Derby and All-Star Game
Hundreds of user-generated posts and organic social reach from fans sharing their glove grabs
A measurable lift in brand sentiment and awareness during MLB’s most-watched week outside of the World Series
Earned media coverage from sports and lifestyle outlets praising the creative stunt
Why It Mattered
This activation proved that even without a title sponsorship, a brand can win hearts—and headlines—with the right idea. “Get More Glove” translated Geico’s value proposition into a literal, playful, and shareable experience that caught more than just baseballs. It caught national attention.
