January 8th, 2009
Geico to Sponsor Two Nat Geo Channel Shows
By Michael Bush
Geico has signed on to be the first title sponsor of the National Geographic Channel series “Dangerous Encounters With Brady Barr” and “Wild.”
The sponsorship will include public-service announcements, vignettes and branded content across National Geographic Channel’s digital platforms, including broadband, mobile and podcasts. A customized branded insert in the March issue of National Geographic’s “Guide to America’s Zoos” will spotlight Geico’s partnership with the Association of Zoos and Aquariums, as well as a live event hosted by Mr. Barr.
The campaign kicked off in the fourth quarter of 2008 with a Geico-sponsored PSA featuring Mr. Barr. Four 30-second vignettes hosted by Mr. Barr, titled “Unlike Humans,” also will air across National Geographic Channel’s schedule throughout the year. In keeping with Geico’s tradition of humor, the vignettes will feature humans attempting to mimic gecko behaviors, as well as factoids about geckos, in a nod to the Geico Gecko ad icon.
The Geico-branded experience will reach viewers on a variety of digital platforms, including a mini-site, pre-roll ads attached to online video clips, an interactive game, text and blog sponsorships, and rich-media units. The effectiveness of the campaign will be determined by custom research provided by National Geographic Channel throughout the partnership.
Geico is working with Horizon Media on the effort.