Situation: GEICO’s marketing team aimed to maximize the impact of their "Lemonade Not Ice T" commercial, seeking innovative ways to enhance audience engagement.
Task: The goal was to develop extended campaign content that would resonate on social media, including leveraging Ice-T’s direct involvement and Twitter's advertising tools.
Action: Collaborated with Ice-T for coordinated social media posts timed with the commercial’s launch and throughout the campaign. Implemented a strategy involving Twitter to whitelist Ice-T’s account for paid amplification of branded content. Created additional GIFs and a unique landing page video within the existing production budget.
Result: This comprehensive approach led to 22 million social media impressions and established a successful model for celebrity integration in social media campaigns at GEICO. The campaign’s landing page and social media strategy, including the effective use of Twitter Ads, significantly boosted the campaign's visibility and effectiveness.
Earned Media:
Webby Nomination - https://www.webbyawards.com/winners/2017/film-video/branded-entertainment-awards/comedy-branded/lemonade-not-ice-t/
AdWeek Write Up - https://www.adweek.com/adfreak/ice-t-talks-lemonade-geico-and-tv-spot-isnt-even-best-part-173438/
Associated Content: