Guinea Pig Getaway Is the Latest in GEICO's Expanding Mobile Apps Lineup!
WASHINGTON --(Business Wire)--
Imagine three guinea pigs trapped on a boat. Got that picture? Now imagine they are forced to row in order to produce enough electricity so their owner can spend time surfing the Internet.
But wait. The plot thickens! The pigs attempt to get away but first have to navigate a sewer full of obstacles before they can reach the safety of the beach. And that's GEICO's newest app - Guinea Pig Getaway - the latest entertainment offering for the company's expanding community of mobile device users. The game is a part of a cross-platform marketing campaign that also features a television ad.
"As the number of people using smart phones continues to grow, the popularity of mobile games has expanded enormously," said Steve Smith, GEICO assistant vice president for information technology. "The GEICO Guinea Pig Getaway app provides our tech savvy customers with an engaging user experience and underscores our commitment to stay competitive in the mobile device market."
The GEICO Guinea Pig Getaway app joins the GEICO BroStache and Caveman Photo Crasher apps in drawing attention to GEICO's growing mobile efforts and also helping to promote the company with entertainment-based apps. The GEICO Ginea Pig app is available for iPhone (News - Alert) or Android.
GEICO is one of our largest competitors and is and has been an extremely aggressive player in the direct-to-consumer market. The company has huge brand awareness as many can recognize the gecko and caveman ads without being prompted. Although GEICO knows that they are one of the market leaders in this space, that does not stop the company from constantly using technology to promote its brand. As a result, they are now increasing their mobile gaming capability which I wanted to write about today because I think it is a rather clever approach.
As a company, I believe we can learn a lot from GEICO and large amounts of competitive analysis can be conducted in this task. We are currently increasing our brand awareness with more clever tactics like the use of animals and other catchy advertisements. We are more of a conservative company, and are still trying to figure out exactly how we want to play in the world of social media. Nevertheless, the fact that we absolutely DO need to play here is evident or else we will definitely fall behind. However, would we want to consider mobile gaming to attract more customers and increase brand awareness? GEICO has more of an appetite for younger and a diverse set of risks. However, we tend to be a little more segmented. Our desired customer base may not be high on the candidate list of participants in these mobile games, but it is something to take into consideration. Again a very clever idea about creating brand awareness. Even if we aren't trying to actually write the people we may attract with these games, perhaps we will initiate that branding relationship and be a top carrier when that individual does reach the point in life where they fit into our risk appetite? Definitely food for thought.
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