American Family Insurance splurged on a high-profile Super Bowl ad to launch an online campaign to encourage people to pursue their dreams fearlessly.
A singing Jennifer Hudson headlines the 60-second TV spot, which is set in a retro scene taken from the 1942 Edward Hopper painting called "Nighthawks." The ad is impressive, but what separates it from the average big-money spot is its social engagement component.
Clearly, American Family Insurance wants people to click on its website and get quotes for car or home insurance. But the website also contains a nicely designed "Dream Bank." "Every dream deserves the spotlight. Which is why DreamBank by American Family Insurance is using the biggest game of the year to give the spotlight to hardworking dreamers who have the courage to dream fearlessly."
After tripping through a section devoted to the aspiring actors who appeared in the Super Bowl ad with Hudson, you come to a section aimed at helping everyday dreamers. "Every dream starts with the dreamer," the section begins. "By understanding your strengths, motivations and fears, you can better focus on your dream and the path to get there."
Dreamers are then led through a series of questions about what propels their dream, followed by a set of online resources, including 26 books to inspire kids to "dream bigger." Viewers are asked to sign up for updates as more content is posted.
In all, it is a worthy effort to get people's attention with an ad and then to sustain that attention online by offering something of value.
Without question, the emphasis on this project was the splashy ad. The Dream Bank is mostly a nascent idea with a trickle of content. But the concept is solid and shows the importance of interconnecting paid media and online content marketing. This is a strategy that can be pursued without a multi-million dollar advertising budget.
There are lots of ways to pique people's interest — through contests, events, direct mail, posters and storytelling — that gives them enough reason to follow-up online. The online material's job is to give a quick and positive first impression, then to offer well-packaged, accessible content that is informative and useful.
Quality content will keep people coming back, so you get a chance at more than a one-time encounter. American Family Insurance undoubtedly hopes it can stay in touch with people who sign up as dreamers, with the hope their dreams will lead to the need for more or different insurance. Hopefully, the company will see beyond mere clicks for quotes to the possibility of building an online community centered on empowering and realizing life dreams. Being associated with that social enterprise will bring richer dividends than a few new auto insurance policies.
You know content marketing is catching on when even big-league ad agencies find ways to promote it. Just remember, you don't need a big-league ad agency to launch your own combined campaign of outreach and engagement.