Aflac launched its first user-generated video contest, called the “10 Second Challenge,” on March 18. The competition, which is taking place on the brand’s Facebook page and Aflac’s Web site, encourages consumers to submit videos of themselves explaining exactly what Aflac does for policy holders in 10 seconds or less.
The Zimmerman Agency, Firstborn and Stuzo collaborated on the effort.
The campaign is part of a larger initiative called “You don’t know quack,” which began in January. That effort includes Internet marketing, social media and out-of-home advertising components. Its ultimate goal is to expand brand awareness and educate consumers about the type of insurance that Aflac offers.
“We have phenomenal brand recognition, but a less-than-stellar understanding of what we actually offer,” said James Wisdom, director of new media for Aflac. “This campaign addresses that.”
Consumers can enter the contest and vote for other participants at Aflac.com/10seconds or Facebook.com/AflacDuck. Aflac launched a Facebook page for its iconic duck mascot last April.
To vote or enter the contest, consumers must give their name and e-mail address. However, building out the company’s e-mail database is a tertiary goal, according to Wisdom. Instead, Aflac is focused on increasing the number the contest’s video views.
Wisdom said he’d be happy to get 200 video submissions. “But we’d rather have 50 videos that get a million views than 200 videos getting 500,000,” he added.
Aflac is promoting the contest through television ads, online banners and SEM. The television and online spots feature NASCAR driver Carl Edwards.
The contest will run until April 18, when the company will count votes to choose 10 finalists. An Aflac panel will pick the ultimate winner, who will receive $25,000. Three runners-up will get $1,000 each.
Wisdom said the user-generated videos may be used for future Aflac initiatives, including pre- and post-roll ads.
