Forget scarecrows. In a recent virtual promotion, folks in FarmVille were encouraged to fly a Farmers Insurance Group-branded blimp over their crops to protect their fields. And back in the “real” world, the promotion tied into a sweeps on Farmers' FaceBook page. The grand prize? A ride in the real 246-foot-long Zeppelin.
During a 10-day promotion, the insurance group offered a likeness of its airship to FarmVille farmers. The airship hovered in the sky over the crops, ready to take on wind and hail storms. “Millions” took the insurance and Farmers took notice. To extend the promotion's success, Farmers did not have the airships “fly away,” as first planned, to maintain its branding.
Got a contests/sweepstakes tip to share? Contact Patricia Odell at patricia.odell@penton.com
