#MLBMemoryBank
A social ecosystem for baseball fans to share their memories, Bank of America-owned, but coyly semi-branded. Over the campaign’s 3-year tilt, over 2.5 million users posted their photos and videos with the #MLBmemorybank. And hundreds of millions more interacted. No seriously.
We led the conversation with original content posted about 5-6 times a season.
Price is right, it’s on Sale.
Opportunity strikes. The Red Sox, one of Bank of America’s core teams just signed the biggest pitcher on the market. We decided to introduce him in the most memorable way we could. With 100MM viewers right out of the gate, this video still makes the rounds on TikTok.
"Decades later, it’s still damn near impossible to find a comedy routine as clever, and perfectly pulled off, as Abbott and Costello’s “Who’s On First?” But while Red Sox pitchers Chris Sale, David Price, and Steven Wright might not have the classical comedy training or experience that the legendary duo does, they still did an impressive job pulling off the modern-day version of that classic act. Who knew a bank ad could be so well done?"
-JONAH KERI, Sports Illustrated
"It's on Sale" reached 1 Million viewers on social with the help of paid media. Then earned another 65 Million. At the time this was the second most engaged piece of content Bank of America had ever created.
“Mo Memories”
We surprised little league baseball in Castle Hill (Bronx) with the memory of a lifetime…
“Undercover Teacher”
The kids at the SEED school of Maryland found out they had a special substitute teacher one day. Baltimore Orioles team leader and all-around great human-being Adam Jones. Sorry, didn’t MLB would pull the link down. It was 9 years ago.
“Undercover teacher” managed to generate 28 MM earned media impressions across FB, Twitter, IG and PR.
Together (and only at last count), the entire #MLBMemorybank work reached more than 400 MM impressions including 2.5 Million UGC submissions.
Bank of America Extras
Through player and team social channels, we launched 30 unique team T-shirts, “designed” by the players themselves. The shirts sold out instantly. That’s right, sold. No free lunches here.
A couple years later the White Sox released “their” immensely popular Southside jerseys.
