GEICO'S 10 Greatest Tour - 4th Year

Client: GEICO
One of the largest private-passenger auto and motorcycle insurer in the United States.

Challenge: Build a stronger college campus presence for the GEICO brand. Make the brand relevant and hip among the 18-34 year-old market and most importantly, create a sense of community and interact directly with existing policy holders.

Solution: Intersport created a mobile marketing campaign leveraging college fans’ loyalty and passion on game days. The mobile Tour will have activated over 84 college football and bowl games and over 65 college basketball contests since 2004, asking fans ‘Who is the Greatest?” Intersport culminated the football and basketball tour with an original television series showcasing College Football’s 10 Greatest special. The display, designed for the true sports fan, contained fan ballots, a promotional photo opportunity and various GEICO Gecko premiums. Consumers left the display with a lasting impression of the GEICO brand. In four years GEICO has reached hundreds of thousands of college sports fans and received over a million consumer impressions by putting GEICO in the palm of their hand and interacted with the brand’s sports initiative. Results have been so positive that GEICO expanded its event sponsorship each year with additional stops on the college football and basketball tours.