Geico's new ad campaign features TV spots with additional online extras called 'Raccookin' that continue where the TV ads leave off.
The TV ad features three raccoons scavenging for food in garbage cans, with one of them finding something disgusting he wants his friends to try in order to see how awful it is. This ad is followed up by the web-series Raccookin', which features the raccoon creating meals from the items scavenged. Raccookin' parodies the popular food tutorials that can be found on multiple sites, including YpiTube. The raccoon chef is creative with his ingredients, making dishes like "Week-old Chicken Alfredo", "Pepperoni Garbage Bread" and "Dumpster Pumpkin Pie". The raccoon's commentary throughout the parody food tutorial is highly amusing, including "let's mix the other stuff too, broth, curdled milk, whatever that is, gross."
Raccoon Cooking Tutorials
Geico's 'Raccookin' Ads Feature Raccoons Parodying Food Tutorials
Trend Themes
1. Parody Food Tutorials - There is an opportunity for brands to create parody food tutorials that entertain and engage with audiences.
2. Web-series Advertising - Brands can leverage web-series as a platform to extend their advertising campaigns and engage with online audiences.
3. Creative Ingredient Recipes - Brands can experiment with creative ingredient recipes to offer unique and unexpected culinary experiences.
Industry Implications
1. Food and Beverage - The food and beverage industry can explore innovative ways to promote their products through parody food tutorials and creative recipes.
2. Advertising and Marketing - The advertising and marketing industry can incorporate web-series into their campaigns to capture and sustain audience attention.
3. Media and Entertainment - The media and entertainment industry can develop engaging web-series content like 'Raccookin' that appeals to the online audience.