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Winner: The Lifeline Program Location: Tucker, GA Title of Entry: “I’m Still Hot” Category: Video/Marketing Product or Service Title of Entry: “I’m Still Hot” Category: Branding/Viral Music Video Title of Entry: Betty’s Corner Category: Social Media Site |
Here’s your marketing situation. You have a life insurance product called life settlements that is not well known and somewhat difficult to understand. It is not fun, sexy or interesting. Your target audience for the product is seniors. And by the way, you have less than a million dollars to spend on a national campaign. And to make things more challenging, the communication method of choice is viral.
What do you do? Hire Betty White. She is fun, sexy, interesting and most importantly credible. The Lifeline Program gives seniors the opportunity to cash in their life insurance policies before they die. Betty White is vouching for this product, so it must be a good thing. While the target audience for the product is seniors, success may ultimately rest on whether their sons, daughters and other influencers understand and endorse the program. Reaching these baby boomers is also important because they are the customers of the future.
The Lifeline Program produced a music video remix with Betty rapping with British dance star Luciana to her #1 hit “I’m Still Hot”. The video premiered on Good Morning America and has been a YouTube sensation. The I’m Still Hot Remix is a hot commodity on iTunes with most of the proceeds benefitting one of Betty’s favorite charities, the Los Angeles Zoo. The Lifeline Program also produced radio spots and a social media site called “Betty’s Corner” which further embellishes the brand.
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