Nationwide Site Highlights Game of Life

DALLAS TM Interactive has launched a microsite for insurance company Nationwide that features a contest built around America’s Funniest Home Videos and the theme “30 ways life comes at you fast,” the agency said.

The Web site targets adults in more than 30 key markets, TM said. Nationwide’s online ad spending is more than $4 million through the end of 2005, the client said.

TMI is the interactive division of Interpublic Group’s TM Advertising in Irving, Texas. Columbus, Ohio-based Nationwide provides insurance and financial services.

“Life comes at you fast” is the tagline of a campaign TM launched for Nationwide in 2004 that features humorous views of how quickly life’s circumstances seem to change. The microsite that debuted last week is meant to help the client connect with its customers in an entertaining way, said Steven Schreibman, vice president of corporate advertising at Nationwide.

“We loved the idea of tapping the wealth of consumer-generated content from America’s Funniest Home Videos for this unique promotion that truly captures the spirit and essence of our brand positioning,” Schreibman said.

Every day for 30 days, the Nationwide site will present a clip from the TV bloopers show, the agency said. Consumers are asked to find five videos that contain a Nationwide frame representing the company logo. Those who pick the correct clips are entered into a drawing for moviemaking kits, the agency said. Results will be announced Aug. 1.

“Showing real-life examples of how unexpected events can be just around the corner, we found an interesting and entertaining way to highlight the ‘Life comes at you fast’ theme,” said James Hering, director of interactive marketing at TM.