Best Insurance Social Media Campaign

Get2TheGame (G2TG) is a video content series produced by AmFam that profiles high school athletes who are working hard to achieve their athletic dreams. For many of these athletes, the culmination of years of hard work comes on NBA Draft Night when they hope to get drafted to a professional basketball team. American Family Insurance wanted to celebrate this exciting moment by supporting our former G2TG players and their families in real-time, using major social media channels such as Twitter, Facebook, and YouTube.

Our objective with this campaign was to show our commitment to dreamers, in this case the high school athletes that we’ve previously profiled in our G2TG video series, and invite consumers to engage with the brand by participating in this culturally relevant conversation. Through promoted athlete videos on Twitter and YouTube, Facebook posts, and the creation and distribution of a real-time athlete Vine video via Twitter, we worked nimbly and innovatively gained SOV in the conversation. The excitement around our athletes we built socially resulted in a draftee re-tweeting an AmFam tweet, furthering the campaign’s success.

Within this effort, we targeted sports enthusiasts, specifically tech-savvy basketball enthusiasts who are following premiere high school athletes as they progress in their career. To ensure we reached all types of sports fans, we also utilized general lifestyle targeting sprinkled throughout the campaign and partners. The campaign saw unprecedented success and AFI was able to successfully insert itself into the Draft’s social conversation in an impactful and relevant way.

Contributors:

Managing Director:	Dave Rasmussen
Director:	Kathryn Ford
Associate Director:	Jeremy Monton
Associate Director, Digital:	Christophe Dilworth
Senior Associate, Digital:	Kelly Garland
Manager:	Meg Martin
Senior Associate:	Brynne Lee
Associate:	Peter Johnson
Associate:	Cassidy Lawlor
Senior Associate:	Maggie Mattheessen

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Location: USA