How GEICO Won Over College Football Fans With Its Game Day Discounts
For a brand with as much visibility as GEICO, you wouldn’t think they would be suffering from an awareness problem. Despite its national presence, many consumers were unaware of the special savings GEICO offered to college and university alumni association members, faculty, and staff. GEICO wanted to raise awareness among these consumers about the program and the brand and turned to Inspira Marketing to find a way to authentically engage this audience.
Our Strategy & Activation
What better way to kick off an awareness campaign aimed at alumni and faculty than by connecting with them on their home turf? To engage them, we reimagined the college experience with the GEICO Player’s Academy (G.P.A.) and activated at college and universities on football game days. During the ten-week tailgate tour, students, aumni, faculty, and staff were invited to participate in four unique experiential stations which, when completed, allowed participants to earn a 4.0 G.P.A., earn prizes, and discover how much they’d save on insurance through GEICO’s affiliation with their university.
The four stations within the GEICO branded footprint included, a “Social Scene” GIF booth with props that allowed friends and family to capture and share a moment from their tailgate experience, “Exam Week” trivia where players were asked four questions about GEICO and their respective university, a “Game Day” station which tested their quarterbacking abilities with a classic football target toss, and finally, GEICO directed them to a “Pledge Class” station which utilized virtual reality technology to educate consumers on the dangers of distracted driving. Of course, our end game was to drive insurance quotes, so onsite kiosks allowed consumers to see the discounts they’d receive by virtue of their school affiliation.
During the ten-week tour, Inspira Marketing activated at 14 universities and succeeded in generating large-scale brand awareness for GEICO and its discount program aimed at college students, alumni, faculty and staff. The activation itself generated almost 7,000 consumer engagements, more than 3,500 registrations, and 720 quotes for the brand. Oh, and we served 5,200 cups of coffee, because no college experience would be complete without lots and lots of caffeine.