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Nathan Golia
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Insurers Play Around on Facebook: 5 Examples

Facebook has been a fertile gamification platform for insurers over the past few years. Here are some of their efforts.
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It's said that insurance is sold, not bought, so insurance companies have worked hard to get people to engage with their brands and products. Social networks have been fertile ground for those efforts, and despite the ebb and flow of their popularity, Facebook games have emerged as a way to get customers to notice insurance brands.

The most recent effort comes from Australia's NRMA Insurance, whose "Open-the-Door" game was released this week. The game is playable on the web, as well as mobile and tablet version s of Facebook; its message, somewhat counter-intuitively, is that NRMA coverage still pays, even if you forget to lock your door. For more information: check out our article from this week.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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Kelly22
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Kelly22,
User Rank: Author
12/17/2013 | 2:50:50 PM
re: Insurers Play Around on Facebook: 5 Examples
You make a good point. Games like Car Town might appeal to younger gamers, but those aren't the people insurers want to connect with. They have to really focus on creating content that engages their target audience. Mother-specific activities would be a great idea, or perhaps driving-related games for drivers in their 20s who may be looking to purchase car insurance for the first time.
tgolesworthy
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tgolesworthy,
User Rank: Apprentice
12/17/2013 | 2:17:05 PM
re: Insurers Play Around on Facebook: 5 Examples
Farmers and Farmville demonstrates the problem. They gained 2.2 million Facebook fans in 24 hours in exchange for virtual shade to protect virtual crops. After that, Farmers rarely posted on Facebook because every time they did, they lost fans. In fact their Facebook page has lost fans every month since. Insurers are not the best game makers, nor are they the funniest posters, or.have the cutest kitten pictures. Insurers have been experimenting, which is fine, but need to focus on who they want to influence and why those people will want to connect with them. Activities for mothers would be one route, a group that are very active gamers and make many of the household financial decisions.
Kelly22
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Kelly22,
User Rank: Author
12/16/2013 | 10:08:49 PM
re: Insurers Play Around on Facebook: 5 Examples
I think gamification has potential, and insurers used Facebook because they were already using it for marketing purposes. The trick for insurers is to create engaging games that also promote the company message, which I imagine can be a tough balance to strike - but like you said, even the games that have been ended will serve as an example for future games.
KBurger
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KBurger,
User Rank: Author
12/16/2013 | 9:12:26 PM
re: Insurers Play Around on Facebook: 5 Examples
Since a few of these games are no longer running, is your sense that gamification has been a flash in the pan, or was it more about using FaceBook as the platform? I guess even offerings that have been ended do serve as a learning experience & the next gen of insurance games probably will have stronger results.
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