American Family Partners with SessionM, Mindshare on Mobile Outreach

Gamification and mobile marketing at the root of insurer's new partnerships.

Virtual Water Cooler, October 11, 2012

Jennifer Morrell

American Family Insurance is partnering with SessionM and Mindshare to expand on its effort to increase awareness and consideration. The campaign will leverage integrated mobile video and game-based ad experiences across SessionM's network.

American Family says its focus is on extending its reach to mobile consumers by working with publishers, like Demand Media, The Weather Channel and Crackle, to reward consumers with in-app points that can be redeemed for gift cards or contest entries. Additionally, consumers will be able to convert their points to charitable donations. American Family is encouraging users to donate to Habitat for Humanity http://www.habitat.org and is matching all donations made through the platform.

The campaign leverages user-initiated long form video and a custom game to promote the American Family's "Long Live Dreams" messaging, says the company. It also runs a second branded game unit to build awareness around the dangers of distracted driving.

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