BOSTON, MA--(Marketwire - Oct 10, 2012) - American Family Insurance is increasing its focus on mobile marketing through a new partnership with SessionM and Mindshare, allowing the company to expand on its effort to deliver innovative mobile ad experiences to increase awareness and consideration. The campaign will leverage integrated mobile video and game-based ad experiences across SessionM's network.
American Family Insurance is the nation's third-largest mutual property/casualty insurance company, operating in 19 states. American Family is focused 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 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. It also runs a second branded game unit to build awareness around the dangers of distracted driving. The newest campaign has seen strong early results with more than 73 percent of users engaging with the brand's creative, and more than 17 percent clicking through to call an agent.
"Mobile continues to be a key media investment opportunity for us," said Telisa Yancy, director of advertising, brand and media at American Family Insurance. "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."
"American Family Insurance is reaping the benefits of being integrated into content experiences in a way that is fun and resonates with consumers far better than traditional banner ads," said Bill Clifford, chief revenue officer, SessionM.
For more information on SessionM, visit www.sessionm.com.
About American Family Insurance
Based in Madison, Wis., American Family Insurance offers auto insurance, homeowners insurance, life insurance, health insurance, business and farm/ranch insurance in 19 states. American Family insurance is the nation's third-largest mutual property/casualty insurance company. Web: www.amfam.com; Facebook: www.facebook.com/amfam; Twitter: www.twitter.com/amfam.
Founded in 2011 by industry veterans of mobile technology companies, SessionM has built an innovative platform that connects consumers with mobile content and advertising in fun and rewarding new ways. Clients include some of the most notable developers and advertisers in the world, including Viacom Interactive, The Weather Channel, Demand Media, PepsiCo, Universal, Volvo and Unilever. SessionM is funded by Charles River Ventures, Highland Capital and Kleiner Perkins Caufield & Byers. The company is part of the iFund initiative at KPCB. SessionM is headquartered in Boston with offices across the country. For more information on SessionM, visit www.sessionm.com.