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GEICO drives brand awareness via integrated mobile campaign

The BroStache mobile app was introduced to extend brand awareness and engage tech-savyy consumers. The app is available for free download in Apple’s App Store and Google’s Android Market.

“Mobile is critical,” said Dan Lowden, vice president of marketing at Digby, Austin, TX. “With more than 50 percent of Americans owning a smartphone by the end of 2011, companies have a huge opportunity to connect with their customers on a personal level on a device that consumers have close to them at all times and at any location.”

Mr. Lowden is not affiliated with Geico. He commented based on his expertise on the subject.

GEICO did not respond to press inquiries.

Mobile life insurance
The GEICO BroStache app joins the Caveman Photo Crasher app in drawing attention to GEICO’s growing mobile efforts and also helping to promote the company with entertainment-based apps.

There is also an available Facebook app that allows users to add a mustache to their profile picture.

Users can hold the phone to your mouth and start talking.

The view on the application moves to replicate your own mouth movement based on sound.

The initial download of this app gives consumers a mustache. They can get a special unlock code from to enter in the app that will unlock three more mustaches.

Mobile past
This is not the company’s first foray into mobile.

Last year, GEICO expanded its mobile insurance market by letting consumers pay their auto insurance bill via an iPad and Android application.

The GEICO GloveBox application gives users access to their insurance services. In addition, the application is available for Apple’s iPhone (see story).

“Companies who look at mobile strategically and offer unique and localized experiences with relevant offers and [create] their own branded rich-app can build a customer for life,” Mr. Lowden said.