GEICO has debuted its iAd mobile advertisement after months of planning and design, putting to use its position as a charter brand for Apple’s ad-platform, in addition to its $10M stake in the concept.
Interestingly, the iAd was created with the intention of being used primarily for branding purposes rather than promoting a particular product line, limited-time offer or something else that would guarantee some kind of ROI on the hefty price-tag. GEICO has always been known to utilize massive marketing budgets for nothing else but to keep its brand in the font of peoples’ mind, and its iAd continues that tradition.
The iAd starts with small banners placed in various iPhone applications that entice users to spin the Gecko’s “Wheel of Wisdom.” Once engaged, the game-show style interface lets users consult the Gecko about a wide array of life issues, including romance, food, money, health, style, travel, family and others, without having to exit the app they’re currently using. In addition, users are able to download special wallpapers and ringtones, watch the latest GEICO commercials and download the company’s GloveBox and SnapQuote applications directly from the iAd to get GEICO insurance quotes and manage policies on the go. An interactive map is also available to locate GEICO offices around town.
Like other brands that have dedicated a large investment in Apple’s ad-platform, only time will tell whether it pays off for GEICO in the end. With the strategy behind this campaign, it should be interesting to see how the company measures its success an whether it continues its partnership.