GEICO: College GameDay

AGENCY

Momentum Worldwide - 2024

SKILLS

Strategy, experiential strategy

SUMMARY

GEICO tasked us with creating an engaging footprint that would tour with ESPN’s flagship show College GameDay throughout the country during football season. Our primary objectives were two-fold:

1. Create an experience which helped fans, primarily college students, ‘get more’ out of their game day, tying back to GEICO’s main tagline. Given that college football is uniquely personal and romantic compared to professional sports, we determined helping them amplify their school spirit was what they sought ‘more’ of.

2. Channel the cheeky and absurd tone that GEICO is famous for. Ensuring that we’re bringing the humor and spectacle which will grab eyeballs and airtime on ESPN.

As a result, we created the College GameDay DJ booth, which live remixed school fight songs, fan cheers and trash talk. Our booth was regularly broadcasted for pumping up huge crowds of students in the absurd and humurous way only GEICO could do.