The core idea was built on utilizing Ellen’s humor and beloved staff characters in combination with the show’s digital savvy in a 360° video. The story of the video is centered around Ellen’s staff who break down on their way while trying to get to The Ellen Show. The show’s audience is well acquainted with the crew in the story, including Ellen, Brielle (from She's Brielle-iant), Nick “The Gardener”, Ari, Robby, Andy Zenor and Noah Ritter (the “Apparently Kid”). Ellen and Brielle open on set, waiting for the rest of the crew, but they’re nowhere to be found. Once we cut to the guys, there are five storylines, each following a character as they attempt different methods to get to the set. However, it’s the hero character, Ari, who has the genius idea to call Liberty Mutual Insurance for their 24-Hour Roadside Assistance.

The innovative video was published and promoted to over 119 million followers on Ellen’s Digital Network, social platforms and Liberty Mutual Insurance’s owned channels including YouTube, Facebook and Twitter. Ellen was so excited about the finished product that she mentioned it during a live taping of her show later in the launch week, driving even more fans to engage. Being at the forefront of the new 360° video trend helped promote the content to friends of fans and amaze anyone who had never experienced 360° before.

The chatter across platforms got people talking about the coolness of the technology and this unique partnership. The video generated 86 million impressions and was 42% more efficient than Liberty Mutual Insurance’s always-on social campaign. Liberty Mutual Insurance also found that it received 8 times the positive sentiment compared to their always-on campaigns. The video was also featured in YouTube’s Top Trending 360° videos playlist as one of the top 360° videos on the platform immediately after launch. Overall, the partnership was extremely effective in delivering high-quality branded content to a large audience in an exciting, emerging platform.