The Web Marketing Association is proud to present this 2013 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Insurance Mobile Application
As the nation�s third-largest mutual property/casualty insurance company, American Family Insurance set a goal to increase awareness and consideration of services among mobile users. To successfully reach this market segment, American Family Insurance teamed up with SessionM to deliver an innovative mobile advertising campaign that reflected the company�s �Long Live Dreams� message. The ad campaign ran within SessionM�s network of mobile applications--including The Weather Channel, Shazam, Crackle and MTVNews, to name a few--reaching millions of mobile users. The campaign was built around a branded user-initiated customer game that drove awareness of the dangers around distracted driving. Mobile users were given the option to the play the game after reaching a specific point within one of SessionM�s in-network apps. The game allowed them to control the direction of a virtual car as it drove along a road, encouraging them to navigate around various obstacles that arose. By completing the game, users were able to accrue mPOINTS--SessionM�s virtual currency--that could then be redeemed for real-world rewards, like gift cards or entering into a sweepstakes. A key component of this campaign is that at the completion of the game, users were given the option to call American Family Insurance directly from the application, or schedule a calendar event to call at a later time. This campaign saw strong results, with more than 73 percent of users engaging with the brand�s creative, and more than 17 percent clicking through to call an agent.
Contributors:
| Telisa Yancy, American Family Insurance: | Dave Rasmussen, Mindshare |
| Shannon Lory, American Family Insurance: | Danny Huynh, Mindshare |
| Stephanie Oslie, American Family Insurance: | |
| Bill Clifford, SessionM: | |
| Melissa King, SessionM: | |
| Mary Depietro, SessionM: | |
| Shannon Roth, Mindshare: | |
| Christophe Dilworth, Mindshare: | |
| Constance George, Mindshare: | |
| Maggie Bojda, Mindshare: |
LAUNCHSQUAD
Location: United States
About the Agency:
Founded in 2011 by industry veterans of mobile technology companies, SessionM has built an innovative platform that connects consumers with mobile content and advertising in fun and rewarding new ways. Clients include some of the most notable developers and advertisers in the world, including Viacom Interactive, The Weather Channel, Demand Media, PepsiCo, Universal, Volvo and Unilever. SessionM is funded by Charles River Ventures, Highland Capital and Kleiner Perkins Caufield & Byers. The company is part of the iFund initiative at KPCB. SessionM is headquartered in Boston with offices across the country. For more information on SessionM, visit www.sessionm.com.