For this year’s Sturgis Motorcycle Rally, Geico, a lead sponsor for the eighth year, moved into high gear to draw new customers and get the Lizard (or Gecko) out all over its competition. Sturgis is the biggest bike rally in the U.S., with more than half a million riders on the streets of Sturgis, S.D., from August 6 to 12.
As an official sponsor, Geico activated in two areas: Main Street and the Buffalo Chip concert venue and campground. The Main Street activation featured a Meet and Greet the Gecko experience, where the brand’s amphibious mascot, dressed in leathers, walked around and took photos with the bikers. The Buffalo Chip area, like most of the rally, was covered in Geico signage, and also had a photo activation with Casey Mears’ No. 13 Geico Ford Focus NASCAR on display. The brand also commissioned a custom-built GEICO chopper created by Paul Teutul, Jr., of the Discovery Channel’s television show, “American Choppers: Senior vs. Junior,” which also was displayed at the Chip from its unveiling on Aug. 6. The bike was built in honor of the military.
“Sturgis is one of the largest and most well-known motorcycle events in the world,” said Ted Ward, vp-Geico. “Being here gives us an opportunity to connect with our customers on a personal level.”