geico &
dj khaled
mtv video music awards
About the pARTNERSHIP
And another one! MTV teamed up with returning partner GEICO around the 2020 VMAs to drive #fanluv with the help of A-list artist, DJ Khaled.
Tapping into GEICO’s signature sense of humor, we created multi-platform artist-driven content designed to bring the brand’s “What Are You Waiting For?” messaging to the forefront of the pop culture phenomenon. Whether celebrating DJ Khaled’s classic use of sampling different beats, or tapping into YouTube’s most relaxing new trend (looking at you, ASMR), these custom spots ran during the VMAs and across talent/MTV social handles.
But we didn’t just spark laughs – we used the VMAs pre-show as an opportunity to surprise a lucky group of deserving music creators with the ultimate inspiration: a trip to the 2021 VMAs, courtesy of GEICO.
CAMPAIGN PILLARS
→ 2x branded lead-up :30 promos running across Paramount linear/social/digital platforms
→ 1x live pre-show integration featuring DJ Khaled interview
→ Social support from DJ Khaled, MTV, and VMAs handles
→ Fan surprise and delight moment + custom swag
The Results
Partnering with everyone's favorite "popstar" paid off - the collab was a smash hit across all social platforms:
→ 10.49M total impressions
→ 3.16M total video views
→ 140K total engagements
The campaign was honored with a Silver award from The Telly Awards for its hilarious use of humor.
Another "major key"? Paramount's research team found:
→ 90% of survey respondents said DJ Khaled is a great representative for GEICO at an event like the VMAs
→ 96% said they enjoyed the custom MTV Video Music Awards x DJ Khaled x GEICO content
→ 80% have an increased interest in GEICO because of this content
