MassMutual/Boston Red Sox 2025 Campaign

MassMutual/Boston Red Sox High Note/Out of Home/Social: Red Sox Nation isn't just a fanbase—it's a multigenerational community bound by loyalty, pride, and four immortal words: "Love that dirty water." This deep-rooted connection made our 2025 campaign feel like it belonged at Fenway from first pitch to final out. The ask: Activate MassMutual's signature Red Sox partnership across every touchpoint to deepen brand affinity, drive awareness, and authentically connect with New England families around shared values of planning and community. The approach: Two broadcast spots anchored the campaign, each celebrating what makes Red Sox fans show up—for their team, their city, and their future. "It All Starts With a Plan" featured first baseman Triston Casas and Wally the Green Monster exploring childhood dreams and the plans that make them real. "Love That Dirty Water" brought Boston pride to life through the voices of local children's choir VOICES Boston, performing the city's unofficial anthem inside America's Most Beloved Ballpark. We showed up everywhere fans were: broadcast spots during Red Sox games on NESN, across social channels, OOH, above Fenway's center field screen, and on radio across the region. Every piece reinforced our brand as more than a team partner--we showed up as another fan, just as passionate, knowledgeable, and committed as the audience we were speaking to. The result: a fully integrated campaign that didn't just sponsor the Red Sox—it became part of the Red Sox story, connecting MassMutual with fans across every channel and generation. MassMutual/Boston Red Sox Grand Slam Giveaway: The loyalty of Red Sox Fans is legendary, and they're always look for ways to get closer to the game, the team, and the Park they love. The ask: Create a season-long sweepstakes that drives engagement, captures leads, and rewards Red Sox Nation with unique prizes that reflect a deep understanding of what fans really care about. All while deepening affinity for MassMutual's partnership with the team. The approach: We built a monthly giveaway that ran through the season and offered prizes that money can't easily buy. Green Monster seats. Player-signed jerseys. A meet-and-greet with a Red Sox player. A behind-the-scenes Fenway Park tour. A 2025 promo pack with every gate giveaway from the season. Each month brought new winners and new reasons to enter. We kept it simple—free entry at MassMutual.com/redsox—and promoted it everywhere Sox fans are: Facebook posts encouraging entries, Instagram showcasing prize packages, Red Sox social amplifying the giveaway, and on-site presence at Fenway keeping the sweepstakes top of mind. With 152 total winners across the season, we created 152 unforgettable moments and thousands of entries from fans eager to get closer to their team. The result: a sweepstakes that didn't just reward fans—it became part of the Red Sox season itself, delivering engagement, excitement, and a lasting connection between MassMutual and Red Sox Nation. MassMutual/Boston Red Sox Faces of Fenway - Behind the Scoreboard: Our Faces of Fenway social series has become a fan favorite: Longform content that shares the access our partnership allows with viewers, taking them deeper into the Fenway experience than they could otherwise go. For this edition, we chose to focus on Fenway's most iconic feature. The ask: Take fans deeper than ever into a truly unique aspect of the Fenway experience. The story: "Behind the Scoreboard" takes viewers inside MLB's last and only manually operated scoreboard—a Fenway tradition since 1934—to meet the scorekeeper who updates every inning by hand. Through his eyes, fans discover it all works: the planning, the preparation, the hustle of keeping the out-of-town scores updated under the watchful eyes of 37,000 fans every night. The execution was intimate and documentary-style. No scripts. No staging. Just real moments captured as he climbs inside the Monster, flips switches, hangs numbers, and explains why this century-old ritual still matters. We posted the video across MassMutual and Red Sox social channels, letting fans see Fenway from a perspective reserved for the few. The result: a story that honors tradition, celebrates craftsmanship, and reminds fans that behind every iconic moment at Fenway, there's someone making it happen.