|
Spotlight
|
|
Written by U. S. Insurance News
|
|
Sunday, July 27 2008 |
|
Their TV sitcom is history, but the Geico Cavemen are still making a pitch to young people for insurance.
This time, they’re hanging out in bars and nightclubs in Connecticut
and New Jersey via the Ecast touchscreen network as part of the new
“Geico Dancing Caveman” promotion.
When users touch any part of the campaign promotional banners, they are given the choice between the disco-dancing or rock-n-roller Geico Cavemen. After a brief performance from the Cavemen, users are invited to take a survey and are presented with access to a music playlist that correlates to the genre of Caveman they previously selected.
“The Ecast audience values speed, efficiency, and ease of use,” noted Ted Ward, Geico’s vice president for marketing. “Like Geico’s other Cavemen promotions, this one combines humor with the ‘ease’ message to reach and poll an audience that is not at home in front of their TVs or PCs.”
Geico is the first insurance company to use the Ecast network to reach the 21–34 age demographic and better understand how this group makes decisions about their car insurance. This campaign incorporates features that are unique to an Ecast promotion. For example, the user interface morphs into part of Geico’s integrated marketing campaign, meaning that the insurer has completely branded the jukebox controls.
“The Geico campaign is a great example of how brands who are targeting young adults can leverage the Ecast network,” said Jim Pothier, director of national sales for Ecast. “Taking advantage of an out-of-home delivery channel that combines Internet-style targeted ad serving and reporting capabilities is a smart and highly effective way to beef up your marketing arsenal.”
|
September 03, 2010 
