In early 2021, the “Scoop! There It Is!” TV spot became a cultural phenomenon, racking up 15MM YouTube views, starting a TikTok dance trend and spawning several memes. When the ad/song went off-air, people grieved. We needed to channel this demand and turn it into talk value, brand love and shopper consideration.

GEICO teamed up with Tag Team (legendary hip-hop duo) and Mikey Likes It (legendary ice cream artisan) to make an actual ice cream. The flavor and ingredients were directly inspired by the “Scoop! There It Is!” lyrics: “French vanilla, rocky road, chocolate, peanut butter, cookie dough!” We basically made the first GEICO ad you could watch, sing AND eat.

Through a mix of organic and paid video targeting GEICO and Tag Team fans, we served up a simple CTA: use our song, add your dance moves, tag us, and you’ll get a free pint of limited-edition “Scoop! There It Is!” ice cream, brought to you by GEICO x Tag Team x Mikey Likes It. It was time to get Tag Team’s contagious song lyrics out of people’s heads — and into their mouths.

Over the course of a month, we teased the ice cream release, sent ice cream samples to press and influencers, then announced the official challenge on social. A mix of organic and paid content was tagged with a clear CTA inviting viewers to participate and collaborate. We also brought back the beloved TV ad on national broadcast. After several weeks the challenge window closed and fans received their prized pints.

The ice cream helped generate 1.1 billion impressions. By the end of the challenge, 3 out of every 5 American adults knew the phrase “Scoop! There It Is!” +12% brand favorability in surveyed adults who were aware of the ad/song, +24% brand consideration when correctly attributing the ad/song to GEICO.