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Benjamin Moore wanted to promote their sponsorship of the Boston Red Sox. We decided to let fans take Fenway home for the first time. Introducing Green Monster paint.

In addition to Green Monster green, we also designed a Boston Red Sox-themed color palette and packaging based on the other iconic colors of Fenway, calling the set the Fenway Collection.

We launched by constructing a replica of the Green Monster and putting it in a youth league baseball field and surprising a team in Milford, Mass. which later became a TV spot. We drove people to MonsterEverywhere.com where they could buy the paint, watch documentaries of local fans displaying their passion for the Monster and post their own pictures of their Monster creations. Best of all, we built grassroots support locally, by donating a portion of every sale to renovate local ballparks.

We promoted the Collection at Fenway with in-stadium signage and program ads. And to top it off, we took the Monster to Boston’s biggest rival: New York City. We built a replica of the Monster, painted it Green Monster Green and gave it the voice of Boston comedian Lenny Clarke. Truly taking the Monster everywhere.

Though the Fenway Collection couldn't be released until late in the season - a rough one for the Red Sox - and a minimal budget was available for promotion, we received over 4 million impressions on Facebook alone. #Monstereverywhere received 1,284,784 impressions on Twitter in just two months. We had over 6,700 visits to MonsterEverywhere.com. Retailers lined up to stock the product and stores that had never spent money advertising paid to run advertising. They felt a halo effect from The Fenway Collection, as it gave their retail stores a new Benjamin Moore story to tell.

Based on the success of the program, The Fenway Collection will be available again this season and Benjamin Moore will continue to put an advertising support behind it.

First, we created Green Monster paint and packaging which we promoted with a TV commercial, in-stadium signage and program ads driving fans to MonsterEverywhere.com where they could buy the paint. We also had a short film that ran online on MLB.com for superfans.

Once there, fans could also upload pictures of their own Green Monster creations, as well as watch documentaries from local Sox fans displaying their passion for the paint.

Then we launched a stunt in New York City: home of the Red Sox most hated rival. We built a replica of the Monster and let it heckle Yankee fans that walked by - the voice was none other than Boston comedian Lenny Clarke. This stunt drove people to the website and promoted the use of #MonsterEverywhere across social channels.

Red Sox nation is one of the strongest in sports. To bring awareness of Benjamin Moore’s partnership with the Sox, we took the same paint used on baseball’s most famous wall, The Green Monster, and put it in a can. Now fans could take the Green Monster everywhere. The idea was exciting for the consumer audience and gave our independently owned retail channel an exciting story to tell in the New England market.

Green Monster paint was available pre-mixed in signature packaging making it collectible for ‘superfans.’ We filled out the Fenway Collection by offering a range Fenway colors and created a strong presence at retail.

We built support by giving a portion of the proceeds to renovate Boston youth league baseball parks. We even played on one of sports’ most bitter rivalries and built a Green Monster in New York City to gain attention for the program.