Safeco is different from other insurance companies. They don’t just insure cars and homes. Safeco also covers the kinds of things owned by people who want to get more out of life, like motorcycles, boats and recreational vehicles. Roughly 8.5% of the American population owns RVs and uses them for short weekend trips and long cross-country adventures. It’s a specialty audience, always on the go, and the perfect embodiment of Safeco’s brand positioning: DO MORE. To encourage RV owners to get out and drive, we created Milematch, a 10-week social media contest during the busy summer travel season. To enter, all you had to do was take a picture of your odometer and upload it to our site. Each week, we drew a number. If your odometer reading matched our number or came closest, you won. You could even pick your reward from our gallery of camping and outdoor offerings. Including the grand-prize winner, Safeco rewarded participants with over $50,000 of cash and prizes. Our Facebook app was accessible on any device—smartphone, tablet, or laptop, which was particularly important for our target audience. Safeco sponsored Wi-Fi in RV parks so we would be getting RV drivers/users exactly when they were with their RVs. We also promoted the contest with online videos and promoted posts. Thanks to Milematch, Safeco doubled its fan base on Facebook. But more importantly, Milematch used social media to give Safeco a way to connect to its target audience in the real world. It was a social media campaign that lived up to the brand’s promise. With Milematch, we got people to DO MORE.
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