Farmers Insurance Makes History In Announcing “The Love Float,” The First Ever Live Wedding Featured In The Rose Parade

Farmers Insurance ‘Innovates’ With ‘Dream Wedding’ Contest on Facebook

On September 24, 2012, the Farmers Insurance announced its 54th consecutive entry in the Rose Parade in Los Angeles. Its entry known as the “The Love Float” will be featured in the first live wedding in the 124th anniversary of the parade.

Farmers Insurance Makes History In Announcing “The Love Float,” The First Ever Live Wedding Featured In The Rose ParadeCouples who are yearning to have their dream wedding can join the contest by answering questions on the Facebook page of Farmers Insurance.

The submission of entries for couples will be until October 14. The lucky winners will have their innovative wedding atop the float while heading down Colorado Boulevard in front of 900,000 audience and 52 million television viewers.

As the leading insurer of automobiles, homes, and small businesses in the US, Farmers Insurance stands by its customers in the most memorable times of their lives. As one of the major life events, the company wants to show their support to newlyweds in various ways.

The Enterprise Chief Marketing Officer of the company, Michael L. Linton, is calling out for the people to spread the word to the deserving couple. The “Love Float” serves as a chance for the company to honour a great American love story that will be decided by judges and voted by the people. The voting will begin on October 30 until November 13 and the winner will be announced before Thanksgiving.

The winning couple will win a trip to Pasadena, CA along with 6 other wedding witnesses as well as an exclusive chance to be wed at the Love Float. The company will also provide all the necessary things for the wedding such as the gown, tuxedo, rings, marriage license, etc.

In addition, the couple will also receive 2 tickets for the 2013 Rose Bowl game and a chance for the wedding to be featured to a national audience.

Michael L. Linton, The Enterprise Chief Marketing Officer: “The ‘Love Float’ is a chance for Farmers Insurance to honor a great American love story.”

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Farmers is not the first financial institutions to aim to innovate for the highly popular ‘Rose Parade’ in the US.  Back in 2010, Wells Fargo launched one of the first user-generated video marketing campaign, ‘Wells Fargo CenterStage‘. 

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Written by Christophe Langlois

Based in London for almost a decade, Christophe is an entertaining fintech marketing keynote speaker and a trusted advisor to the global financial services industry on the topics of digital marketing, innovation and B2B social media.

Christophe has contributed to over 140 events in 18 countries.

Currently, Christophe is advising a number of fintech startups on marketing and growth hacking and he is the Chief Marketing Officer of The Fintech Power 50, an exclusive annual programme helping fintech scale-ups to accelerate their growth globally.

Christophe's views on are his own.

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