We worked with legendary hip-hop duo Tag Team to remix their ’90s hit “Whoomp! (There It Is)” in a TV ad. Then we took the collaboration one step further, creating an actual ice cream inspired by Tag Team’s new lyrics. The musicians were involved in everything from taste-testing and packaging to PR appearances and social promotion. Today, they’ve even added our song to their live performances on tour.

In early 2021, the “Scoop! There It Is!” TV spot become a cultural phenomenon, racking up 15MM YouTube views, starting a TikTok dance trend and bringing Tag Team back into the national spotlight for the first time in decades. When the ad, song and artists 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 and made hip-hop duo Tag Team a household name again. By the end of the ice cream 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.