EXPERIENCE LED BY THE TEAM BEHIND SPOTTED
GEICO · college alumni program · 40 school-seasons a year
Alumni are loyal, well-off, and almost impossible to reach online. Every season, they come home — and GEICO is there.
40 school-seasons · 20 football and 20 basketball programs · Princeton, Georgia Tech, Miami, and more · alumni discount offer.
Who we reached
High-value college alumni — well-off, loyal for life, and one of the best audiences in the country for switching car insurance.
The challenge
Anyone can buy a list. Almost no one can reach a loyal alum on the day their guard is down.
Alumni are loyal, well-off, and hard to reach at scale online. But every fall and winter, they come home to the same stadiums and arenas they’ve loved their whole lives. GEICO needed a way to meet them there, catch them, and put a real offer in their hands — without it feeling like a pitch.
The program
We meet alumni where their loyalty lives — the home game.
Across a season, GEICO’s program runs a school-branded photo experience at home games for 20 football and 20 basketball programs — from Princeton to Georgia Tech to Miami. We set up on campus for about three weeks at each school, rotating month by month so every wave of returning alumni gets their turn. Fans grab a personalized photo in their school’s colors — “Go Jackets,” “Go Tigers,” “Go Canes” — with the gecko and a real GEICO alumni car-insurance discount in the same moment. The opt-in is the price of the photo. Every one returns real contact information the alum agreed to share, and a school-tagged discount offer routed straight to GEICO.
How it worked
Set up on campus. Catch the alum. Hand them an offer.
01
Set up the residency
A three-week run on campus at each school, rotating month by month to catch every wave of returning alumni across 40 programs.
02
Caught the alum
A school-branded photo with the gecko. The opt-in is the price of the photo. Every one returns real contact information the alum agreed to share.
03
Handed them an offer
Each alum walks off with a school-tagged GEICO discount, and the contact information goes straight to GEICO for follow-up.
The insight
“You can’t out-target a Saturday in the fall. Alumni who ignore every insurance ad all year will hand over their information for a photo in their school’s colors — and take the discount on the way out.”
The results
A national alumni program. Measured school-season after school-season.
- 40School-seasons a year
20 football and 20 basketball programs.
- 25,000+Alumni opt-ins a year
Real contact information, tagged by school.
- 3 weeksOn campus per school
Rotating to catch every wave of alumni.
- 100%Opt-in to take part
No opt-in, no photo.