The brief was to take people’s offline love for the :30 TV spot and translate it into talk value that could keep it trending for as long as the spot continued to run (3 months). By keeping the video, song and its star musicians in the limelight, the GEICO brand would also stay top of mind. Objectives included Cultural Impact & Resonance, Talk Value, Social Impact & Longevity, and ultimately brand consideration.

Auto insurance has a wide general audience, basically everyone with a driver’s license. To appeal to that big of a demo, we used the powerful tools of nostalgia, song, dance…and dessert! Whether you remembered Tag Team & “Whoomp!” from the ‘90s, simply loved the new re-mix or just couldn’t resist ice cream, there was something sprinkled in for everyone. And with its uplifting tone and infectious lyrics, the video became the bolt of joy America needed after a very sobering, serious year.

Target media: press relevant to the cultural moments when the spot was being talked about the most as it aired: sports, entertainment and music press being three areas of most focus. PR planning: integrated throughout the creative process, from identifying shareworthy media mailer assets to selecting press for interviews with talent. Approach: introducing 35-45 key media to the exclusive SCOOP product through several touchpoints in culture, resulting in substantial conversations around love for the brand and coverage. During our outreach, we secured talent interviews during major moments in time that resulted in more media coverage and additional social chatter from consumers.

We treated the exclusive line of SCOOP merchandise like a true product launch from a PR perspective and focused on getting the right items in the hands of the right media to inspire social sharing and mine for interview opportunities. Pre-Launch: Distributed assets and embargo news to top tier advertising trades. Launch: Conducting social listening during key moments to curate a list of influential press and consumers for our media mailer and Tag Team interview offerings. Post-launch: distributed media mailers, executed media interviews for Tag Team and agency representatives.

Most talked about TV ads on social media: 4 weeks in a row (iSpot); Social impressions & mentions: 113,000,000+ social impressions and more than 50,000 social posts; Media impressions: 100,000,000+ across entertainment, sport and lifestyle press; Cultural mentions during: The Grammys, Golden Globes, March Madness, NFL Super Bowl, NBA All Star Game, NBA In-Season Games. The original song also saw a major revival, rising back onto the iTunes Top-100 Charts and dramatically increasing streaming plays across multiple platforms.