CHALLENGE

Motorcycle rallies offer a perfect place for insurance companies to engage with thousands of possible new customers. Yet Progressive perennially had trouble making an impact at rallies. They needed to try something new.

SOLUTION

Create a "must experience" destination for bikers and a non-sales environment for brokers to meet current and prospective policyholders.

The first activation, titled “Corn for Kids,” revolved around the biker community’s love of food and soft spot for charities.  Partnering with national food bank Feeding America, the menu was pay what you want, with all proceeds benefitting the local food bank. 

In 2011, the strategy was reimagined as a carnival-inspired experience called “Flo’s Rock n’ Rally.”  The game quickly became a staple during rally season.

IMPACT

The success of acquiring new consumers and noticeable growth in consumer engagement led Progressive to renew the platform for five consecutive years. 

The brand personally engaged with over 100,000 participants during each rally season throughout its lifespan.  Its Facebook fan page increased 15% on average each season.  Thousands of photos from the rallies were uploaded to its Facebook page.