Great American Insurance Group has been using a photo contest to building an emotional bond with its annuity holders.
The Cincinnati-based carrier recently completed a six-month campaign that encouraged the annuity holders to submit photos of "what makes their lives great" through Facebook.
The company offered to pay $100 for each of the photos it featured on its GALiveYourLifeGreat.com campaign website.
More than 500 customers sent in photos.
Many showed what they do while on vacation.
One Orlando, Florida, man showed himself lying on a cliff overlooking a mountain range.
Other customers showed themselves kayaking, skiing, snorkeling, running or skydiving.
Donna Carrelli, vice president of annuity marketing services at Great American, said in a statement about the campaign that the company liked having a chance to see what's important in its customers' lives.
"Our goal isn't just to sell annuities, but to help our customers achieve financial security, so they can do whatever it is that makes their lives great," Carrelli said.
— Read LIFE Adds Disability Month Photo Contest on ThinkAdvisor.
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