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Geico Goes Cruising for Motorcyclists In Cyberspace
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"Geico has been in the business of managing risk for 76 years," La wrote. "It's a challenge, but that's what makes it satisfying -- delivering a product to a customer group that provides what they want and need and still maintain profitability."
Even though there are distinct subcultures among riders -- for example, some Harley-Davidson riders scorn Japanese bikes and Japanese sport bikers give it right back to the loud-piped, shortie-helmet-wearing Harley owners -- most bikers feel some kinship with each other. It's why, when two riders pass each other -- regardless of the bikes they're riding -- each will typically wave at the other with their left hand, as the right stays on the throttle.
As a result, this somewhat insular culture has found a happy home on the Internet, in chat groups and social networks, which Geico is attempting to tap. Such groups enable riders to find other riders for weekend outings, post reviews of products and trade safety tips.
Cycleheadab, for example, focuses on the sport-bike community and allows riders to post "cyclecam" videos of their rides, complete with revving engines, whipping winds and steep banks through twisty mountain curves, all shot from the rider's bug-spattered perspective.
Bikerworlds gathers mostly Harley-Davidson riders and includes forums, news and videos from Harley-heavy events, such as the annual rally in Sturgis, S.D., and Bike Week in Daytona Beach, Fla.
The British Motorcycle Junction social network claims more than 6,000 members looking for "mates" and "dates."
Users are starting to trickle into Geico's site. Some are skeptical, having sniffed out the site's corporate origins, while others are more charitable. "It would just be nice if this was more than just some corporate facade to support the motorcycle community," wrote one user. "I am just waiting for the 'buy Geico insurance' ads to start filling up the site."
Another user wrote: "Give it time. MySpace took some time to grow, just be patient."
Geico is owned by Berkshire Hathaway, the holding company of billionaire investor Warren E. Buffett, who sits on the board of The Washington Post Co.
