Nationwide Insurance Engages Ohio State Fans with Interactive Technology
Micro site lets fans dot the “i” in Script Ohio, participate in photo contest, enter sweepstakes, find a great place to watch the Buckeyes
FOR IMMEDIATE RELEASE
November 16, 2009
Contact: Mike Switzer(614) 249-4092
switzem1@nationwide.com
Columbus, Ohio — As Ohio State approaches its rivalry game with Michigan, Nationwide Insurance is wrapping up a successful interactive media campaign that has engaged Buckeye fans and generated business leads through its sponsorship of Ohio State football. The campaign centers around OnYourSideline.com, an interactive micro site that allows Buckeye fans to see themselves dot the “i” in Script Ohio, participate in a fan photo contest, enter a weekly sweepstakes and find places where Buckeye fans congregate to watch games.
“We wanted to create a campaign that would be rewarding to fans who participate,” said Jennifer MacKenzie, vice president of marketing campaigns and communications for Nationwide. “OnYourSideline.com gives us a chance to connect with Buckeye fans in a unique way and shows our support of Ohio State Football. We have been able to transition that to a discussion about insurance needs with a number of fans.”
The most popular aspect of the campaign is the “dot the i” application, which allows fans to upload their photos to watch a video of themselves dotting the “i” in Script Ohio and share it with their friends. The application has attracted more than 55,000 user sessions since it was introduced in October. More than 65 percent of participants came to the application from viral sources such as Facebook.
The application was developed in conjunction with Oddcast, a leader in user-personalized viral marketing, and utilizes the company’s 3D Video Star technology. 3D Video Star lets site visitors insert their face into any film scene - even speaking roles and complex action scenes - in fully rendered 3D.
OnYourSideline.com was designed to help Nationwide build brand awareness with fans interested in the entertainment value of its features, while making it easy for fans to opt-in to receive more information about Nationwide’s offerings and receive an insurance quote.
The campaign is the latest Nationwide marketing effort to use innovative technology to engage a niche audience. Earlier this year, Nationwide introduced Nationwide Mobile for iPhone. The first application from an insurance company has been downloaded more than 82,000 times. Nearly 250 insurance claims have been initiated through the application.
Nationwide Insurance is the official insurance sponsor of Ohio State University athletics.
About Nationwide
Nationwide, based in Columbus, Ohio, is one of the largest and
strongest diversified insurance and financial services organizations in
the U.S. and is rated A+ by A.M. Best. The company provides a full range
of personalized insurance and financial services, including car
insurance, motorcycle, boat, homeowners, life insurance, farm, commercial
insurance, administrative services, annuities, mortgages, mutual funds,
pensions, long-term savings plans and health and productivity services.
For more information, visit www.nationwide.com.
Nationwide, the Nationwide Framemark and On Your Side are service marks of Nationwide Mutual Insurance Company.
