We made insurance relevant by re-creating “disaster moments” and delivering them in unexpected ways to capture young adult's attention and make them ask, Now What?Using IMs sent from friends, our message triggered computer disasters. Recipients screens would appear crushed by boulders, engulfed in flames and infested by roaches. Each victim was then linked to nowwhat.com. Additionally, we created a consumer generated video contest and developed a rich-media technology that made 2D objects appear 3D.

Specific results are confidential but we did make an impact, outperforming expectations including:•Significant increases in State Farm as “a company for me”, intent to purchase, and insurance quote requests from YA's•NowWhat.com had 1MM user sessions in the 1st month •500,000 IM disasters sent