For those who have managed to escape the pop culture zeitgeist phenomenon FarmVille, here's the gist: the game is a popular, real-time simulation that allows players on Facebook to manage a virtual farm in the tradition of Old McDonald. To "win," players must plant, grow, and harvest virtual crops and trees, as well as raise livestock. As in real life, anything that is left untended soon withers or dies from neglect.
These real-world consequences and connections step through the looking glass with the announcement by Farmers Insurance that FarmVille players can now earn crop insurance on their virtual farms. To learn more about the collaboration, Claims' Eric Gilkey spoke with Farmers Insurance Group's Kevin Kelso, chief marketing officer, and Marc Zeitlin, vice president of eBusiness.
Explain how the FarmVille crop insurance idea works. How do players earn the "coverage"?
Beginning this week, FarmVille players can add the Farmers Airship to their farms at no charge. In addition to having a likeness of the only zeppelin in the U.S. flying over their farm, players will note that the airship also protects crops from "withering" for 10 days.
Where did the idea come from? How did you work with FarmVille's creator, Zynga, to execute?
The idea came from Marc Zeitlin, Farmers' vice president of eBusiness, who approached Zynga with the opportunity. Several meetings were held to develop the best possible experience for FarmVille players while conveying Farmers' mission of protecting assets. [Go to page 3 to view Mark's farm!]
Will the "program" remain free or are there plans to begin charging virtual premiums?
The program will run for 10 days and then expire. Farmers is in the business of protecting people's real life assets. This is a fun way to showcase Farmers online and interactive presence, while encouraging consumers to consider Farmers insurance products in the real world.
WHAT OTHER VIRTUAL PROTECTIONS ARE IN STORE? CLICK NEXT!
Are there any plans to expand upon the idea and offer virtual claim adjustments on losses?
As you can imagine, there are many opportunities in the virtual world to provide "virtual protection." The Internet in general and social media in particular are areas where Farmers and its 15,000 agents are increasingly active. We will be considering and pursuing creative and innovative ways of increasing consumer awareness of our brand, and the benefits of Farmers Auto, Home, Life and Business Insurance.
Is FarmVille popular among those who work at your company? What do your farms look like?
Marc Zeitlin has an enviable farm, which has attained level 85 [Editor's note: current high rankings appear to peak at level 90]. Additionally, his farm is "green" as his vast amount of wind turbines show. His farm might be big, but it actually returns power to the grid. Its many geysers point to it being built on a natural hot springs. Marc shows his farm pride with the colorful Z logo on display near his farm house. He is also quite the arborist, as evidenced by the dozens of colorful trees spread across his farm
Our company is also well represented in FarmVille with a very impressive "Farmers" farm, which shouts its Farmers pride with a logo made from hay bales in Farmers' signature colors of red, white and blue. This farm also sports a stunning water feature -- a lazy creek that winds its way through the property.
Additionally, with Halloween just a couple of weeks away, Farmers has decorated for the season, sporting spooky trees, a haunted house, a harvest festival Ferris wheel, and trick-or-treating farm animals.
WHAT DOES A LEVEL 85 FARM LOOK LIKE? CLICK NEXT TO SEE!
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