By Irina Skaya
Having been around for almost ten years and gracing the screen with funny television commercials and 30-minute vignettes on National Geographic’s Dangerous Encounters with Brady Barr" and "Wild," Geico’s Gecko has become the most popular ad icon since Taco Bell’s Chihuahua brand mascot. In 2005 it was named the top advertising icon during Yahoo’s Advertising Week in New York. This week, Geico launched a new marketing campaign that combines viral video stars such as the “Numa Numa” guy, Gary Brolsma with the green lizard.
The campaign is expected to release nine parodies of popular videos by April 9, three of which have already been created. The campaign created by The Martin Agency and promoted by Geico’s media agency, Horizon Media, is a new way to engage the viewers without bombarding them with direct response messaging. The parodies are featured on various video-sharing Web sites such as YouTube, Metacafe and Slide, next to the amateur-produced superstar originals. The views of the online videos are already racking up traffic numbers, but only time will tell whether or not these videos will generate leads and drive sales.
Check out the parody of the “Numa Numa” video (that has generated over 18 million hits since 2004) with the dancing Gecko (my favorite of the three-I think I am addicted!):
You can watch the Numa Numa Kid's original lip-synch performance to the Romanian "“Dragostea din tei”" pop song here.
Here is another parody video that depicts a girl who photographs herself everyday for three years:
Watch the original here.
Keep up with all nine parodies at http://www.youtube.com/user/itsthegecko. I certainly will!
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