CI Review: Liberty Mutual’s New Olympic Microsite and Mobile Game

Joan Kagan by on Feb 12, 2014

Liberty Mutual is the only Life Insurance Monitor firm in our coverage group sponsoring the 2014 Winter Olympic Games in Sochi. The firm recently liberty_mutual_olympics_logo_2launched new online and mobile resources promoting their Olympic Games sponsorship including a microsite, RISE television campaign and mobile game. Liberty Mutual is also sponsoring thirteen Olympic and Paralympic athletes and has stated that it will award every athlete in the 2014 and 2016 games with insurance for their gold, silver or bronze Olympic or Paralympic medal in the case they are lost or stolen.

Engaging Microsite
The new Liberty Mutual Supports Team USA microsite includes a variety of content centered on the firm’s RISE campaign theme with a mobile and tablet friendly responsive design. The site’s homepage includes a video, podcasts, Twitter updates and a link to download the mobile game app.

Liberty Mutual Team USA Microsite
Liberty Mutual Team USA Microsite
Notable Microsite Content
#RISE Stories – Allows users who share their own #RISE story about overcoming challenges on social media to see their posts included on a mosaic of hashtagged information.

RISE Stories Page
#RISE Stories Page
Meet Our U.S. Athletes – Includes personal stories and videos about Liberty Mutual’s thirteen sponsored athletes. Each athlete’s page includes biographies and training histories as well as wallpaper images and their personal Spotify playlists.
Meet Our U.S. Athlete Pages 1 Meet Our U.S. Athlete Pages 2
Meet Our U.S. Athlete Pages
Team USA Events – Calendar of Road to Sochi Tour. Liberty Mutual is sponsoring viewing events across the country with chances to meet previous U.S. winners.

Mobile Game
Liberty Mutual’s Olympic mobile game app is available for iPhone and Android phones and allows users to try and overcome the obstacles of a ski slope. The app is branded with the RISE theme from the firm’s television commercials and can be downloaded from the microsite homepage.

 

RISE Smartphone Game Application 1 RISE Smartphone Game Application 2
RISE Smartphone Game Application
Closing Thoughts
Liberty Mutual’s advertising campaign will also include three thirty-second television spots and a one minute commercial set to air during the Olympic Games. The social media tie-ins and new microsite should help to optimize the value of these spots and the Road to Sochi Tour Events will also provide further promotional opportunities. Liberty Mutual is doing a great job of maximizing its sponsorship efforts across a number of key media channels. This approach will allow them to increase visibility and build engagement with a variety of different audiences during the Games.