In 2019, Hill Holliday created and launched Bank of America Extras, a multi-channel campaign that transformed Bank of America’s over 30 year partnership with Major League Baseball from a pure Brand play, to a customer-first program that provides exclusive value to Bank of America customers through merchandise, rewards and experiences that only they can access. 

We tapped into local market insights, team partnerships and player relationships to create a collection of 30 player-inspired custom T shirts only available to Bank of America customers – one for every MLB team. In addition we offered Bank a special discount on MLBShop.com when a customer’s favorite team went into Extra Innings provided they pay with their Bank of America card. This plus other one-of-a-kind baseball experiences were communicated through a robust integrated campaign throughout the season during key “extra” moments and tentpole events such as All Star Game and the MLB Playoffs, when consumer interest in baseball peaks. 

RESULTS

+17pp increase of customer favorability for those aware of the Bank’s MLB sponsorship

+11pp brand favorability among customers exposed to ads

+10pp sponsorship association among customers exposed to ads