Home  › Social › Social Media
progressive

Progressive's 'Flo' Gets More Social Game

  |  March 23, 2012   |  Comments

Brand character leads "Sims Social" effort on Facebook and other initiatives.

TV viewers have gotten to know Progressive Insurance's perky fictional spokesperson, "Flo," since her 2008 commercial debut. But many don't realize she's become a social media juggernaut during the past two years, highlighted by her appearances this month as a branded integration in the Facebook game "The Sims Social" and in an animated YouTube video.

For The Sims Social, an Electronics Arts (EA) game where players develop so-called virtual life skills, Flo appears as an avatar and accomplishes tasks like cooking tacos. During the course of the game, other players can overcome various challenges - or "quests" in the game's terminology - before earning a branded Progressive unicorn ornament.

"Flo loves unicorns," said Susan Rouser, Progressive's social media manager, pointing out the character's references to the mythical beasts in her company's TV spots. "It's the very first branded 'quest' EA has done in the Sims Social game."

progressiveThe YouTube effort - which includes user-generated interaction - launched Wednesday with a three-minute music video dubbed "The Best Day Ever." J.J. Sedelmaier, the animator behind MTV's "Beavis & Butthead," led the project.

In the video, an animated version of Flo appears with another mainstay brand character, "Jimmy," as they sing and leisurely navigate their way through a fantasy-laden afternoon. Consumers are encouraged to upload photos relating to the "Best Day Ever" theme at a dedicated site and post them to Facebook and Twitter.

The video will be supported by an integrated digital campaign, Rouser said, probably including Facebook ads.  

Wanted to clarify that people can upload photos, post on Facebook, and Tweet, but they cannot create their own video

Flo's Facebook Page Dramatically Outgrows Brand's 

Progressive doesn't use Flo in social media efforts only because she appears in its TV commercials. The character is a Facebook dynamo, accruing 3.5 million likes/fans. By comparison, the brand's page counts just 43,000 among its Facebook legion.

Rouser said her company schedules specific posts for both pages' audiences, while cross-pollinating promotions and messaging when appropriate. What's more, a fan in Oklahoma - inspired by Progressive's TV spots - founded Flo's page before the brand took the reins in 2010.

"He posted the quips from Flo that he thought were funny," Rouser said. "And he built up a community of his own... It got up to 500,000 fans completely organically before we took it on."

ClickZ Live New York What's New for 2015?
You spoke, we listened! ClickZ Live New York (Mar 30-Apr 1) is back with a brand new streamlined agenda. Don't miss the latest digital marketing tips, tricks and tools that will make you re-think your strategy and revolutionize your marketing campaigns. Super Saver Rates are available now. Register today!

ABOUT THE AUTHOR

Christopher Heine

Christopher Heine was a senior writer for ClickZ through June 2012. He covered social media, sports/entertainment marketing, retail, and more. Heine's work has also appeared via Mashable, Brandweek, DM News, MarketingSherpa, and other tech- and ad-centric publications. USA Today, Bloomberg Radio, and The Los Angeles Times have cited him as an expert journalist.

COMMENTSCommenting policy

comments powered by Disqus

Get ClickZ Social newsletters delivered right to your inbox. Subscribe today!

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

    Information currently unavailable

Jobs

    • Lead Generation Specialist
      Lead Generation Specialist (The Oxford Club) - BaltimoreThe Oxford Club is seeking a talented writer/marketer to join our growing email lead-generation...
    • Health Marketing Editor
      Health Marketing Editor (Agora Inc.) - BaltimoreCome flex your intellectual muscle as part of Agora, Inc’s (http://agora-inc.com/) legal team...
    • Technical Business Analyst
      Technical Business Analyst (OmniVista Health) - BaltimoreOmniVista Health is looking to add a Technical Business Analyst to our expanding team...