Illinois Like, Totally Hired The Onion to Promote Obamacare Enrollment

No, that’s not a lame joke headline, but it does concern an interesting media strategy: Get Covered Illinois, the organization in charge of that state’s new insurance exchange, will run sponsored content produced by The Onion in the lead-up to the exchange’s March 31 enrollment deadline.

The campaign will include “online banner ads, a video, an editorial and a custom news section” complete with expected zingers like “Recently Insured Man Can’t Wait To Get Out There, Start Seriously Injuring Himself” and this one:

Pretty good content marketing case study.