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More than 27 million people have watched this a now famous viral video titled ‘Numa Numa’:

Today when folks go see that video, they just may be offered this one too:

Numa Numa Guy with Gecko

GEICO’s creative team at The Martin Agency were surfing some of the ‘most viewed’ videos when they came up with a series of viral video parodies to “blend videos loved my millions with GEICO icons, also loved by millions?” GEICO’s media agency, Horizon Media in New York, worked with the video sharing sites to create the ‘first ever of it’s kind’ media plan to figure out how to make them show up alongside their ‘superstar’ video counterparts.

“This is an exciting experiment for GEICO and a radical departure from our traditional media placements and strong ‘call to action’ messages,” said Ted Ward, VP of Marketing for GEICO. “The gecko and some of our other icons have a passionate fan base and we think people will appreciate the ‘surprise’ of seeing them pop up in unexpected places. No call to action, no website address or 1-800 number, just a bit of entertainment courtesy of GEICO.”

“The aim was to launch a video campaign in the most organic of ways and deliver on both efficiency and effectiveness. As a result, we have implemented a campaign that incorporates online grassroots outreach, search engine & site optimization, creator relationships, and extremely natural first-to-market paid inclusions & integrations.” - Taylor Valentine; Director, Strategic Services; Horizon Media.

STATS
As of March 23, 2009
Uploaded March 23, 209
Views: 158

I am always so excited to see companies pushing the limits of technology and creativity. Some positively GENIUS campaigns have used viral video inspiration with great success. Remember First Round Capital? GEICO plans to unveil several new video parodies during the next month. Let’s see how they do.

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