GEICO Debuts iAd Dedicated Nearly Entirely To Mobile Branding Efforts

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 …   Read More

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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.

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7 comments

  1. @cdginteractive

    Yes, CDG Interactive is the creative agency that developed the concept and design, working with the folks at Apple to get it developed and deployed. http://blog.cdginteractive.com/my_weblog/2010/10/

  2. Jeff VZ

    It was CDG Interactive accompanied by a talented, yet ever so incredibly humble freelance writer – Moi.

  3. Steven A.

    Who is the agency that built it for them? I saw on mobilemarketer that it was CDG Interactive but the link was bad. Looks to be a pretty good idea.

  4. GEICO Debuts $10M iAd Dedicated Nearly Entirely To Mobile Branding Efforts – Mobile Marketing Watch | GEICO Insurance Products News / Reviews

    […] GEICO Debuts $10M iAd Dedicated Nearly Entirely To Mobile Branding Efforts – Mobile Marketing … […]

  5. AKGrenier

    Where did the $10M figure come into play? I'm not convinced Apple has the inventory to make $10M available in media. From what I've heard, most of the launch partners were well under the 7 figure estimated budgets.

    1. JustinMMW

      GEICO is a charter member of the iAd platform, meaning they've dedicated a minimum of $10M in marketing spend along with a select group of early adopters.

    2. indaknow

      in total, perhaps yes, but no way for just this 1 campaign. not even close – $1m tops

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