#MLBmemorybank was born out of one simple truth: baseball is a sport rich in nostalgia. The passion of a baseball fan goes beyond team loyalty and deep appreciation of the sport: it is rooted in the memories and connections fans create around it. We wanted fans to know that we get it, because we’re fans too. So, we built #MLBmemorybank: a platform for fans to tell their stories and share their passion for the game through baseball memories. We not only helped fans celebrate their baseball memories- we also helped them create some amazing new ones.

We struck up a conversation with fans around the love of the game. People don’t tend to be Facebook buddies with their bank. So we kept the branding simple, permitting us to be part of the conversation, not the focus of the conversation. Our elements included film, photography, social posts, Snapchat stories, and live social streaming. Each touch point focused on helping fans celebrate their memories, or bringing them closer to the game by helping them create some new ones (For example, by sending Adam Jones undercover as a substitute at a Baltimore school for at-risk kids). The focus was on creating engaging, entertaining content with minimal branding.

By connecting baseball fans to unique new experiences, Bank of America not only created unforgettable memories for those experiencing the moments first-hand, but also elicited an emotional response at a national level by connecting fans to these heartwarming stories at scale. The ‘1952 Couple’ will never forget throwing out the first pitch at a Cardinals-Giants game, celebrating 75 years of marriage and one epic team rivalry, and baseball fans everywhere will never forget how hearing that story made them feel: inspired, hopeful, happy. These are the stories that tug at our heartstrings, transcend the game of baseball, and help us all see that life really is better when we’re connected.