Through a new partnership with SessionM and Mindshare, American Family Insurance is increasing its focus on mobile marketing. In order to increase awareness and consideration, this allows the company to expand on its effort to deliver innovative mobile ad experiences.
Across SessionM's network, the campaign will leverage integrated mobile video and game-based ad experiences.
Operating in 19 states, American Family Insurance is the nation's third-largest mutual property/casualty insurance company. Focused on extending its reach to mobile consumers, American Family works with publishers like Demand Media, The Weather Channel and Crackle, and rewards consumers with in-app points that can be redeemed for gift cards or contest entries.
Moreover, consumers will be able to convert their points to charitable donations as well.
Matching all donations made through the platform, users are encouraged to donate to Habitat for Humanity by the American Family. To promote the American Family's "Long Live Dreams" messaging, the campaign leverages user-initiated long form video and a custom game.
To build awareness around the dangers of distracted driving, it also runs a second branded game unit.
With more than 73 percent of users engaging with the brand's creative, and more than 17 percent clicking through to call an agent, the newest campaign has seen strong early results.
Image via Shutterstock
"Mobile continues to be a key media investment opportunity for us. This program is a natural next step in our journey to innovate in this space. Initial results are positive, outperforming all other mobile media tactics to date," said Telisa Yancy, director of Advertising, Brand and Media at American Family Insurance.
Bill Clifford, chief revenue officer at SessionM, added that far better than traditional banner ads, American Family Insurance is reaping the benefits of integration into content experiences in a way that is fun and resonates with consumers.
SessionM, founded in 2011 by industry veterans of mobile technology companies, has built an innovative platform that connects consumers with mobile content and advertising in fun and rewarding new ways.
Edited by Braden Becker