DISCIPLINES ENGAGED:
- Consumer Engagement Strategy
- Event Production & Staffing
- Campaign Concepting & Activation Planning
- Partnership Strategy & Negotiation
FROM BACKROADS TO BACKSTAGE
To drive impact in an under-penetrated Midwest market, RedPeg uncovered that country music was the highest indexing passion of Midwesterners. With that insight, we evolved GEICO’s partnership with the Country Music Association by renegotiating sponsorship assets and redesigning the activation strategy to create a first-of-its-kind traveling music exhibit that brought a CMA Awards experience to fans across the country.
THE FULL EXPERIENCE
- Designed and launched the CMA x GEICO mobile museum featuring donated artifacts, interactive experiences, and a national sweepstakes to attend the CMA Awards
- Event production and staffing for a mobile country music museum bus that traveled to 23 events in 12 states over 2 years
- Scaled the experience through content and a robust PR strategy that generated millions of earned media impressions, shifting perception of GEICO amongst country music fans
7.1M+
IMPRESSIONS
255K+
LEADS
GENERATED
36%
TOOK ACTION
FOR RATE QUOTE
+14 PTS
POSITIVE
PERCEPTION SHIFT