Unfortunately, the loveable GEICO characters won’t be starring in their own feature film any time soon, but they will be making an appearance next time you hit the theatre.
Earlier this month, Horizon Media announced the launch of its new cinema sponsorship for GEICO. GEICO will air a series of sponsored “Silence Your Cell Phone” public service announcements before the start of feature presentations across North America. This campaign is said to be launched by the end of this month.
Something that we have talked about briefly in a couple of classes is viral videos. Creating a video that can make everyone and their dog stop and watch can make a huge impact on a company’s marketing success. According to a study done by video technology company Unruly, people who watched certain branded videos showed a 97% higher purchase intent than those who didn’t. These PSA’s aren’t viral yet, but once they are aired, I’m sure they’ll be up there right next to their Hump Day commercial.
This cinema sponsorship allows GEICO to continue to showcase its known creativity, but this time on a high impact video platform. The placements provide an efficient way to expand brand reach across the continent. According to an article in The Wall Street Journal, the written agreements include branded Silence Your Cell Phone courtesy messages, cinema lobby advertising and :30 second brand spots.
GEICO has done an amazing job taking something as boring as insurance and making something memorable out of it. GEICO Gecko and Caleb the Camel seem to be popping up all over the place, and it looks like they’re just getting started.