Logistics: Geico Launches Month-long Spring Break Effort - Event Marketer

Logistics: Geico Launches Month-long Spring Break Effort

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Geico is camping out at two prime spring break locations targeting vacationing coeds for nearly the entire month of March in Panama City Beach FL and South Padre Island TX.
The insurance giant just started 22-day efforts—at two hotels in each market—figuring it could get face time with students from just about every college in the country for Geico. “We figured that if we’re going to do it let’s do it big ” Christy Phillips the brand’s marketing coordinator told Buzz. “We literally want to be there the day they get there and when they leave.”

The company’s activation strategy centers around the Geico Gamer Zone a 40-foot-by-40-foot space where students can check out Xbox 360 games and get on a computer to check email and take a peek at a Geico microsite that features the caveman from the company’s TV ads.
Brand ambassadors are handing out visors t-shirts coasters and other premiums. The effort launched on March 3 and wraps on March 24. Agency: Intersport Chicago.


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