Company: State Farm Insurance, Bloomington, IL
Nomination Submitted by: The MRN Agency
Company Description: At State Farm, the mission is to help people manage the risks of everyday life, recover from the unexpected, and realize their dreams. State Farm is passionate and driven to create possibilities, and is serious about helping customers by providing solutions for all of life’s moments. Like a good neighbor, State Farm is there.
Nomination Category: Marketing Campaign Categories - Specialty
Nomination Sub Category: Viral Marketing Campaign of the Year
 Nomination Title: State Farm Super Bowl – ‘The Big Game Came To Us!’
- Which will you submit for this nomination, a video of up to five (5) minutes in length about the nominated campaign or program, OR written answers to the questions for this category? CHOOSE ONE:
Written answers to the questions
- If you are submitting a video of up to five (5) minutes in length, provide the URL of the nominated video here, OR attach it to your entry via the "Add Attachments, Videos, or Links to This Entry" link above, through which you may also upload a copy of your video.
- If you are providing written answers to the questions for this category, you must answer this first question: Specify the date on which this campaign or program was launched:
- If you are providing written answers to the questions for this category, you must answer this second question: Describe the genesis of the nominated campaign or program: the reasons it was initiated, the challenges it was created to address, the problems it was developed to solve, etc. (up to 250 words):
Total 178 words used.
Goal: Change the Game! Leverage Super Bowl stadium naming rights to disrupt the media landscape for the flagship advertising event of the year!
With the 2023 Super Bowl (SB) being played at State Farm Stadium in Arizona, State Farm (SF) wanted to redefine how a company should leverage naming rights to drive groundbreaking awareness during the country’s most watched sporting event.
Challenge: Find an innovative way to disrupt the traditional Super Bowl marketing and advertising model.
Strategy: Develop a social media campaign that would surpass the viewership and engagement of a traditional Super Bowl advertising spot.
SF would strategically opt out of a traditional SB TV commercial and create a game-changing TikTok post to double down on its naming rights and creatively showcase that “The Big Game Came to Us!”
SF’s goal was a lofty one: compete with, and potentially surpass, the SB’s average viewership with ONE single TikTok post. SF would gamify the campaign by offering a one-of-a-kind prize for engaging with the post, which would generate interest in following State Farm during the SB broadcast.
- If you are providing written answers to the questions for this category, you must answer this third question: Describe the development of the campaign or program: the planning process, the goal setting, the creative and media development, the scheduling, etc. (up to 250 words):
Total 250 words used.
With 30 seconds of commercial time during the Super Bowl’s TV broadcast running $7 million, State Farm’s ambition to revolutionize the media landscape could be achieved at a fraction of the cost on TikTok — used heavily by the brand’s target audiences. More than one-half of Gen Z and a third of Millennials are on the app.
To accomplish this record-setting feat, SF partnered with the world’s most-followed TikTok creator— Khaby Lame. Khaby’s audience of almost 162M followers has produced 2.4B+ likes! Joining Khaby in the TikTok post would be the face of State Farm—Jake from State Farm.
To showcase State Farm Stadium as the home of the Super Bowl, the pair would tell a provocative story to drive PR and earned media around naming rights in a way never before experienced.
State Farm developed a multi-layered gamification strategy to drive its target audience to its hero TikTok post by incentivizing viewers to engage with the post for the chance to appear in a Khaby TikTok. As participants followed the Super Bowl TV broadcast to see if they guessed correctly, State Farm gained brand awareness every time its name was shown on the stadium.
To further amplify its naming rights narrative, State Farm strategically engaged with some of the world’s largest TikTok creators to drive tens of millions of additional viewers to its hero TikTok post.
Measurable objectives included:
100M TikTok views
875M brand impressions
750M earned media/PR impressions
150M reach from top-tier influencers Outperform SB commercials by 1X
- If you are providing written answers to the questions for this category, you must answer this fourth question: Outline the activities and concrete results of this campaign or program since the beginning of 2022. Even if your initiative started before 2022, limit your response to activities and results since the beginning of 2022 only (up to 250 words):
Total 249 words used.
To generate a high level of interest and engagement, SF gamified the Khaby/Jake TikTok post. Creating the #StateFarmStadiumChallenge, SF encouraged a massive number of viewers to follow Jake from State Farm and guess the number of times State Farm Stadium would be mentioned in the SB broadcast for a chance to appear in a Khaby TikTok. The hero post was released a week before the game. To help drive an enormous audience, SF engaged 13 of TikTok’s largest U.S. creators to promote the Khaby/Jake post and the gamified challenge to their unique and diverse audiences of 245+ million.
Using State Farm Stadium as the setting, the influencers interacted with Jake to enhance the narrative to their followers. SF drove additional viewership and engagement to its game-changing, record-setting post by running a QR-enabled campaign across linear broadcasts, digital streaming services, and out-of- home billboards.
“The Big Game Came to Us!” campaign will redefine the use of naming rights. An incredible 220M+ people watched the Khaby/Jake post, almost DOUBLING the 113M SB viewers (100M goal — +120%)!
The gamified experience generated an amazing 400M+ reach, while #StateFarmStadiumChallenge amassed 315M+ views.
The viral campaign tallied an incredible 1B+ earned media impressions, (750M goal — +33%).
3.5B total brand impressions exceeded SF’s 875M goal by a stunning 75%.
In the most unprecedented result, the Khaby/Jake post outperformed tracked SB commercial viewership by 4X (1X goal — +75%), forever changing the game as companies will now re-strategize sponsorships and naming rights!
- You have the option to reference here any attachments of supporting materials throughout this nomination and how they provide evidence of the claims you have made in this nomination (up to 250 words):
Total 1 words used.
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