• by Gavin O'Malley  @mp_gavin, September 20, 2005

Automobile insurer Geico has launched an interactive online campaign geared toward the 18-to-34-year-old crowd. Along with the independent agency CDG Solutions, Geico debuted a Web site late last week, where amateur filmmakers are being invited to send in 15-second conceptual movie trailers featuring the likable Geico Gecko, which is featured throughout the company's television commercials.

This initiative marks the branching out of a company with one of the most established U.S. brands within more traditional channels like television and radio. "We've never done anything like this before, but we were looking for new possibilities to reach a young demographic," Jack Johnson, a Geico business analyst, said.

CDG--whose clients include Fannie Mae, America Online, and The New York Jets--is equally inexperienced when it comes to consumer generated media, according to CEO Scott Adams.

"We've been working with Geico for two years, in which time we've totally redesigned their Web site--but we've never worked on anything this big or open-ended before," Adams said.

The "Golden Gecko" competition, which runs through October, offers participants the chance to win prizes in five different categories--drama, comedy, animation, action, and "other." Prizes include LCD TVs and trips to Waikiki. Winning video spots will be announced on November 15.

CDG is helping Geico conduct online media buys, which should run in the low six figures. The spots will appear across sites such as iFilm.com and various blogs. They have also made a significant Google AdWords buy, as well as an Overture buy, according to Adams.

And what exactly does filmmaking have to do with selling car insurance? "About as much as Geico's TV commercials have to do with selling car insurance," Adams joked.

Johnson agreed. "We're big on the soft sell," he said. "We're not about just telling people to buy something."

Adams said he expected videos submitted to go up on Geico's site--at www.goldengecko.com--once they have been vetted by a technical and a legal team to make sure each video is formatted correctly and does not contain copyrighted content.