Farmers Launches Multi-Game Interface With Zynga

Promotion follows initial success with FarmVille partnership

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Jun 13, 2011, 07:18 ET

LOS ANGELES, June 13, 2011 /PRNewswire/ -- After a successful integration with Zynga's FarmVille, Farmers Insurance is working again with the social games company on a multi-game integration with CityVille, Cafe World and Mafia Wars that will take place over the next four months.

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Last fall, Farmers launched an in-game promotion with FarmVille, offering players "wither protection" by placing the Farmers Airship on their farm. A promotion offering visitors to Farmers' Facebook page a chance to enter for a ride on the Farmers Airship for "liking" Farmers accompanied the partnership.

"Millions of Farmers Airships were placed on FarmVille farms," said Marc Zeitlin, Vice President of e-Business for Farmers Insurance. "FarmVille players were exposed to the Farmers brand billions of times, raising our Facebook fan base by more than 100,000 in the first week of the promotion. It was one of the most successful things we've done from a branding perspective."

As a follow-up to the initial integration, over the next four months, players in FarmVille, Mafia Wars, Cafe World and CityVille will have the chance to interact with the Farmers brand in new ways and have opportunities along the way to win prizes.

Initially Farmers will reprise its first FarmVille integration, "Win a Ride on the Farmers Airship" promotion. Between June 1 and 30, visitors to Farmers' Facebook page will have a chance to enter for a ride on the Farmers Airship by indicating they "like" Farmers. To enter, log onto facebook.com/farmersinsurance.

After the FarmVille promotion takes root, Farmers will announce details of its promotions on CityVille, Mafia Wars and Cafe World. Thousands of Farmers insurance agents nationwide will run a tie-in promotion on their agent Facebook pages.

About Farmers Insurance Group Inc.

Farmers is a trade name and may refer to Farmers Group, Inc. or the Farmers Exchanges, as the case may be. Farmers Group, Inc., a management and holding company, along with its subsidiaries, is wholly owned by the Zurich Financial Services Group. The Farmers Exchanges are three reciprocal insurers (Farmers Insurance Exchange, Fire Insurance Exchange and Truck Insurance Exchange), including their subsidiaries and affiliates, owned by their policyholders, and managed by Farmers Group, Inc. and its subsidiaries. For more information about Farmers, visit our website at www.farmers.com or www.Facebook.com/FarmersInsurance .