As part of the in-game integration, Farmers will use the likeness of its Farmers Insurance Airship, a 246-foot long Zeppelin. When players place the Farmers Airship on their farm, they receive free "wither protection" for the crops on their virtual farm. In a nod to the security that Farmers Insurance offer its customers, this protection means players crops won't wither for the 10 days of the promotion, the company says.
"This is the first time an insurance company will be featured within Internet social gaming," says Kevin Kelso, Farmers' chief marketing officer. "It's an innovative and exciting way to showcase our online and interactive presence."
The campaign will begin Oct. 18, 2010, and for the first 10 days, the airship will be available for free.
"We are thrilled to offer virtual protection that mirrors the protection we provide to millions of people everyday with our home, automobile, business and life insurance products," says Marc Zeitlin, VP of eBusiness for Farmers Insurance Group Inc.
Additionally, Farmers announced a chance for FarmVille followers to win a chance to ride on the real Farmers Airship. To enter, log onto facebook.com/farmersinsurance.
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