Netflix Partners with Geico
The collaboration enabled Netflix to adopt a co-branded marketing strategy, helping brands strengthen the relationship between their products and viewers.
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Netflix has launched its first custom creative campaign for its ad-supported tier in partnership with Geico.
The partnership coupled with the insurance firm’s gecko mascot with Leo the lizard, the protagonist of the new animated film ‘Leo’ starring Adam Sandler. Netflix is experimenting with co-branded partnerships that could attract marketers trying to strengthen the relationship between their products and the streamer’s original programming.
Magno Herran, Netflix vice president of marketing partnerships, said, “Bringing the iconic Geico Gecko together with the new reptile on the block Leo, is a great example of delivering more entertaining ad experiences for members and more contextually relevant messages for advertisers. While this is the first, we look forward to building more of these opportunities for our brand partners and members.”
The reptilian duo appear together in a 30-second spot that shows the Geico Gecko passing out on-set. Creative included TV and online video ads, out-of-home placements and social media elements. The campaign shows Netflix adapting a co-branded marketing strategy to growing advertising for future growth. Geico’s tie-in with ‘Leo’ is different because the ads actually run on Netflix, giving the insurance firm a more direct line to viewers.
