The Ellen DeGeneres Show has always been at the forefront of emerging trends in entertainment advertising. When Liberty Mutual was looking to find a breakthrough activation with incremental reach beyond their audience to showcase their 24-Hour Roadside Assistance, they decided to partner with the Ellen Digital Network. The objective of the partnership was to integrate Liberty Mutual Insurance's services into a comedic piece that would appeal to Liberty Mutual's current customers, potential customers and ELLEN fans.
The brand knew that the Ellen team could test the boundaries of technology, while reaching a mass audience. Together, Liberty Mutual and The Ellen Show created a 360 degree video! The cutting edge technology allowed fans to follow 5 different story lines, all happening at one time, which encouraged repeat viewing. As the characters in the story break down while trying to get to The Ellen Show, the hero of the video wisely chose Liberty Mutual's Roadside Assistance as the best way to get back to the Show.
The chatter across platforms got people talking about the coolness of the technology and this unique partnership. The video generated 86 million impressions and was 42% more efficient than Liberty Mutual's always-on social campaign. Liberty Mutual Insurance also found that it received 8 times the positive sentiment compared to their always-on campaigns. Overall, the partnership was extremely effective in delivering high-quality branded content to a large audience through an exciting, emerging platform.
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