GEICO Gamer Zone - Spring Break 07

Client: GEICO

Challenge: Build awareness of the GEICO brand amongst the college demographic and generate excitement for GEICO’s viral website, cavemanscrib.com.

Solution: Intersport identified premier beachfront locations where hundreds of thousands of college students spent their spring break vacations. Heavily branded and highly interactive exhibits were created and positioned at four (4) Spring Break destinations in Panama City, FL and South Padre, TX. The GEICO Gamer Zone was in operation from March 3- 22, 2007, totaling 88 event activation days.

Exhibits were constructed featuring branded signage, 12 flat screen television monitors and kiosks with gaming stations, two giant flat screen televisions with DirecTV which played live March Madness action, ESPN SportsCenter, three internet-ready computer consoles, a state of the art sound system, and a branded reception area.

Each Gamer Zone exhibit was packed with students, giving them the opportunity to test their video game skills, catch up on the latest sports news, watch live sporting events or check their email and Facebook accounts. Daily video game tournaments took place with the finals played in front of large crowds. A dedicated emcee at each exhibit created excitement, while seamlessly integrating the GEICO call to action. The Internet-ready kiosks promoted GEICO’s newest viral website, cavemanscrib.com, and promotional models helped students to navigate through the site.

Beyond the exhibit, street teams engaged students by distributing branded promotional items along the beach, in clubs, hotel pools and other high traffic Spring Break destinations throughout each city.

Throughout the promotion tens of thousands of spring breakers from all over the U.S. experienced this unique and engaging event and walked away with a lasting impression of the GEICO brand. Look for the GEICO Gamer Zone at Spring Break in 2008.