Move over Gopher. Ahoy Captain Stubing. Here Comes the “Love Float” From Farmers.
During the Tournament of Roses Parade on New Year’s Day, with fifty-something million viewers and parade-goers watching, the winning couple from the Farmers Insurance “Love Float” contest will exchange wedding vows on live TV, consummating a thoughtful and creative integrated campaign from which marketers in all categories can learn.
First Class Accommodations
For winners Gerald and Nicole from Virginia, Farmers and its “Official Dream Wedding” sponsors will furnish the bride’s hair styling, make-up and gown; the groom’s tux; wedding rings; Rose Bowl game tickets, and the kicker—an advertisement opportunity for the lovebirds featuring a photo from their nationally televised ceremony.
“… social media allows us to reach out across the entire country and let anybody who wants to participate, participate.” — Michael L. Linton, Farmers enterprise chief marketing officer
A Lot to Love
As integrated marketing, the Love Float campaign exemplifies:
One Little Niggle
Of course, materials should be branded. But by packing in so many logos, product links and agent quotes, Farmers made the campaign home page feel a little too promotional, especially given the intimate nature of nuptials. Still, after 53 Rose Parade appearances, Farmers’ blending of online and social media demonstrates fresh new thinking, and an innovative approach to an old creative challenge. Could your small business benefit by following Farmers’ lead? - LET US KNOW!!!