Brands In Cars Getting Coffee: Sponsorship Marketing
If you are of a certain vintage – like moi – you may remember this television show from your youth:
Mutual of Omaha's Wild Kingdom ran from 1963 to 1988 and still runs online to this day.
But it almost never made it to air…
In the early 60s, producer Don Meier created a pilot of Wild Kingdom by investing all his life savings and taking out a second mortgage on his house.
(Image Source: NETNebraska)
He spent the next few years looking for a sponsor, showing the pilot to 84 different advertisers.
84 times he was turned down.
As fate would have it, his friend Marlin Perkins, the director of the St. Louis Zoo, was having a meeting with his friend V.J. Skutt, who was the president of a small and little known insurance company called Mutual of Omaha.
Skutt told Perkins he was looking for a television show to sponsor so his small firm could try and build a national profile. Perkins immediately called Meier, who flew to Omaha the next day.
Skutt and his team liked what they saw, and not long after, Mutual of Omaha's Wild Kingdom premiered on NBC in January of 1963.
It began as a half-hour show on Sundays and it was an immediate success. As a matter of fact, the show's instant popularity surprised everyone.
Each week, Perkins and co-host Jim Fowler would take viewers on exciting journeys to explore the lives of different and fascinating animals.
(Image Source: MeTV)
A running joke was that Perkins made Fowler do all the dirty work, as in: "We'll watch Jim as he tries to shave the wild wolverine while I sip a banana daiquiri in the jeep."
Mutual of Omaha's advertising agency, Bozell-Jacobs, would create commercials for the insurance company, and Perkins would segue into the ads with lines like, "Just as the female ocelot must care for her cubs, you can protect your family with insurance from Mutual of Omaha."
At its peak, Mutual of Omaha's Wild Kingdom had 34 million viewers every Sunday, and was shown on 200 stations in 40 countries.
The show won 4 Emmys, becoming one of the longest-running nature shows in television history.
But more than anything, it made that small Omaha-based insurance company a household name.
(Image Source: unexplainedufos)
Nobody thinks of the show as Wild Kingdom, they call it Mutual of Omaha's Wild Kingdom.
It was one of the few television show of my youth – especially in the 70s - that carried the sponsor's name in the title so boldly.
During the 22 years Marlin Perkins hosted the show, Mutual of Omaha's income grew into the billions.
When president V.J. Skutt died in 1993, his New York Times obit said he had built Mutual of Omaha into the largest provider of individual health insurance in the U.S.
And a huge part of that success was due to the Wild Kingdom sponsorship. It insured fame.
(Image Source: YouTube)