Progressive's Fun-Filled "Best Day Ever" website

People feel very strongly about Progressive Insurance's TV spokeswoman, Flo. They either love her or despise her. Like her or not, though, she's certainly been an effective addition to Progressive's business - the number of new policies with Progressive has increased every year since Flo was first introduced in 2008 (WSJ.com)

Progressive recently introduced a new website, entitled "Flo's Best Day Ever," that plays off its popular "Best Day Ever" commercial.

There are many ways for visitors to interact with the Progressive brand through the new site's content. The website centers around a full-length animated music video for the "Best Day Ever" song. The site also offers a free download of the song. In addition, there is an Instagram photo page for visitors to submit their "Best Day Ever" photos, and links to Flo's and Progressive's Twitter and Facebook pages.

I think this website is going to be an effective addition to Progressive's media mix. It offers so many ways for people to be exposed to the Progressive's products and services, all while staying lighthearted and fun (two things normally not associated with car insurance). There are elements of advergaming (the Instagram photo contest), a viral video, and incentive to visit the company's social media and other sites for more information.

The car insurance industry is certainly competitive, and there is a major shift to appeal to young adults getting their own car insurance for the first time. With this website, I think Progressive will be able to compete with other major players like Geico, State Farm, and Allstate.