Caveman Introduces Bar Patrons To Geico Auto Insurance
August 18, 2008
GEICO, the third-biggest privately-funded provider of automobile insurance in America, is reaching out to young adult drivers between the ages of 21 and 34. Geico’s newest marketing campaign involves a partnership with the Ecast touchscreen media network.
Ecast’s touchscreen interfaces grace the jukeboxes of more than 10,000 bars across the USA. They allow bar patrons to connect to an enormous online database of music, accommodating a far wider variety of tastes than the limited music selection of any single bar.
As a result of the new partnership, several hundred bars in America’s east coast will feature Geico’s famous “caveman” mascot on their jukeboxes. The new jukebox interface will prominently feature a button promoting Geico insurance and featuring the caveman. When a patron touches the button, they will be given a choice disco or rock-n-roll affiliated Geico caveman–reflecting the age-old conflict of rock vs. pop in popular music. The patron will then be provided with a list of songs, depending on which type of caveman he or she has chosen, but only after the caveman in question has entertained the patron with either a “rock-n-roll” or “disco” dance performance. The patron will also have the option of answering a brief poll, with questions about auto insurance.
This marketing campaign will be an invaluable tool for Geico, in reaching out to and learning more about, the 21-34 demographic. According to a 2007 survey by Arbitron, over one third of bar customers using the Ecast system have used its touch screens, and more than three fourths of those have checked out the touch screen’s advertisements and promotional materials. The new campaign will let Geico promote itself to younger drivers, while at the same time, teach it about the habits of those drivers through its discretionary survey.
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