Geico Using Amateur Film Makers in WOM Effort
Consumer generated content is a powerful tool for advertisers that learn to use it. Insurance giant Geico has gotten a lot of advertising mileage out of its Geico Gecko mascot. Now it's using the Gecko for word of mouth, inviting people to create 15-second movie trailers featuring the Gecko. The Geico website invites people to view and vote on the submitted mini-films.
Film makers are invited to promote their films by placing links to the Geico site in their blogs and they're asked to tell friends to promote their films as well.
The Lesson: Invite the public to participate in your marketing.
