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The Super Bowl concluded at the State Farm Stadium in Arizona, a success of the ingenuity of State Farm’s utilizing its long-term naming rights deal.
Social media are part of the daily lives of every American citizen and worldwide, specifically TikTok. Thus, State Farm planned for a disruptive, groundbreaking, new media campaign that would culminate during the flagship advertising event of the year. Creating the #StateFarmStadiumChallenge, with a strategic eye toward meeting younger consumers where they would be engaged before, during, and after the Super Bowl while creatively highlighting stadium naming rights in a TikTok-forward promotion.
Recognizing
that TikTok is enjoyed by more than half of Gen Z and a third of Millenials. State Farm teamed up with the #1 most followed creator on the platform; Khaby Lame, to make this a success.
Khaby with over 160 Million followers wasn’t the only deciding factor for the partnership. Known for comedically demonstrating simple solutions to complex tasks with his signature talent for wordlessly emotive facial expressions, Khaby was the perfect guest to showcase how “The big game came to us” alongside State Farm’s very own Jake.
Throughout the Super Bowl
over 220 Million people watched the Khaby/Jake video on TikTok alone, doubling the 113 Million Super Bowl viewers.
By utilizing the star power of Khaby alongside a contest that would appear in his future posts, State Farm generated an outstanding 400 Million reach, while the #StateFarmStadiumChallenge hashtag amassed over 315 Million views. The viral campaign won over 1 Billion earned media impressions, and its 3.5 Billion total brand impressions exceeded State Farm’s 875 Million goal by a whopping 75%.
Credits
Entry Title: State Farm 2023 Super Bowl - The Big Game Came to Us!
Entrant Company: Infinity Marketing Team
Winning Category: Content Marketing - B2C Branded Content Campaign
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