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.