The campaign is being rolled out to help Mutual of Omaha find a host for the Wild Kingdom TV series, which will celebrate its 50th anniversary this year with a YouTube Web series. The campaign includes both mobile application and Web components.

“This app is designed as part of a public relations program to build our Wild Kingdom brand and make it relevant to new generations,” said Jim Nolan, spokesman at Mutual of Omaha, Omaha, NE.

“It is designed to create and build brand awareness, which lays the groundwork for doing business,” he said.

“As an insurance and financial services company, we want to reach and do business with people where they are. Increasingly that is on a mobile device.”

Mutual of Omaha provides financial and insurance products for groups, businesses and individuals in the United States. Approximately 17,000 employer groups use Mutual of Omaha to offer life, retirement, disability, voluntary, special risk and dental plans.

Mobile kingdom
The microsite for the campaign – http://www.wildkingdom.com/ – can be accessed via a mobile device or desktop.

Via the site, consumers can learn more about the history of the series and enter for their chance to host the series. In addition, the winner will receive $10,000 and entries can be made up until April 24.

Consumers can either upload a photo or video through the microsite. To upload a video, the site syncs with a user’s YouTube account, where they can then submit a clip of themselves.

Mobile engagement
Mutual of Omaha is also rolling out an augmented reality iOS app as part of the campaign, which is available for free download.

Consumers can download the app to create customized photos with resizable virtual animals and learn more about animals featured in the show.

Users work their way up through different levels inside the app. For example, in-app challenges let users complete real-world activities – such as taking a picture of a baby animal and sharing it via social media.

Additionally, the app is narrated by Jim Fowler – who is the host of the classic TV show.

“We wanted a mobile app that would be consistent with our brand and related to wildlife, yet engaging, shareable through social media platforms and unique,” Mr. Nolan said.

“The final app is fantastic,” he said. “The animals are realistic, scalable and incorporate movement.”

“It is really fun and we think people will enjoy sharing the photos and videos they make with the app.”

Final Take
Lauren Johnson is associate reporter on Mobile Commerce Daily, New York