Now What?

20 07 2008

Have you seen the TV commercials: two people climbing up a rock cliff, one grabs a rock which causes a huge boulder to break loose. The boulder then falls, as the climbers watch, directly on top of their truck sitting below the cliff. Or a guy is sitting in a coffee shop working on his laptop when a tube of lip stick rolls to his foot. He picks it up and hands it to the woman sitting at the table next to him, only to turn around to realize his laptop was stolen. Each commercial ends with “Now What” and then NowWhat.com.

Any idea what these commercials are for? I didn’t either; so after a year or so of seeing those commercials, I finally decided to check it out. Visit www.nowwhat.com. Great site! And great advertising! Although it took me some time to respond, I’m not the audience. For college students and young professionals, I have to believe this resonated. It’s an ad campaign for insurance giant, State Farm. But, very subtly advertised.

This is a great example of an integrated marketing campaign. TV commercials (I believe I’ve seen outdoor billboards, too) drive traffic to the web site. The web site allows you to play games, sign up for free music, watch videos about (what else) insurance, and they’re even hosting a live steaming music concert with well-known artists in just a few weeks.

The reason I say it’s a “great example” is because it hits several criteria that I think define a great campaign:

  1. It gets your attention. Funny commercials, with a teasing message.
  2. It motivates the viewer to action. Obviously, you’re supposed to go to NowWhat.com
  3. It connects with the audience. The clear audience is 18-25 year olds, beacuse of the use of graphics, music connection and gaming options. I don’t know much about the insurance industry, but I would guess that establishing a relationship early on has to be their goal. I’ve been with my insurance company since I got out of college (it just so happens to be State Farm).

I don’t know how well the campaign has worked. But, I have to believe it’s doing okay, because it’s still in effect at least 12-18 months after I first saw my first NowWhat.com commercial in 2007.

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