Geico has launched a website that invites amateur filmmakers to create 15-second spots based on its "gecko" TV ads, reports MediaPost (via MediaBuyerPlanner). The entries - what the company is calling "conceptual movie trailers" - will be run on a dedicated campaign site, GoldenGecko.com, while the contest itself will be announced on iFilm and various blogs. The interactive viral campaign is geared toward the 18-34 demo, and comes at a time when consumers have been creating their own versions of commercials for major brands and posting them online. This approach is new for Geico, which has mostly relied on TV and radio buys. CDG, which created the campaign, is helping Geico with the media buys, which should run in the low six figures, the article says.