State Farm Campaign Lets Consumers Call the Shots - Event Marketer

State Farm Campaign Lets Consumers Call the Shots

DB_EX_State Farm_2009 Ex
Brand: STATE FARM
Agency: THE MARKETING ARM USMP
Awards: EX AWARDS — BEST SINGLE-MARKET EVENT (CONSUMER)
Year: 2009

Anyone who’s ever executed a program in the Big Apple knows how hard it is to impress  New Yorkers. They’ve seen it all when it comes to marketing campaigns. But State Farm hit it out of the park with its Call Your Shot promotion, a lead-generating, buzz-building event that delivered a one-two punch in Yankee Stadium and Times Square. And the fact that it engaged baseball fans and their families, a demo with a full roster of insurance needs, with its brand? A grand slam for State Farm’s agents.

State Farm’s seven-week Call Your Shot promo encouraged consumers to enter online for a chance to win a trip to New York for Major League Baseball’s annual All-Star game festivities. At the microsite, consumers could opt in for more information on State Farm and participate in interactive games and the Home Run contest. The whole shebang  culminated with one lucky grand prizewinner—Bennett Hayes of Brimfield, IL—at home plate in historic Yankee Stadium for the State Farm Home Run Derby, pointing to the spot where he wanted Major Leaguers Josh Hamilton and Justin Morneau to hit the ball.

State Farm extended the program with a 24-hour “takeover” of Military Island in Times Square on Home Run Derby Day that had two million tourists hitting home runs in a batting cage and snapping photos of a replica Yankee Stadium as the surrounding NASDAQ and Reuters digital boards captured the action and ran live feeds of the Home Run Derby at Yankee Stadium. Also in Times Square, Hall of Famer Cal Ripken coached Boys and Girls Club members live on “Good Morning America” and consumers entered for a chance to be whisked away to that night’s Home Run Derby at Yankee Stadium.

Prior to Derby Day, from July 11 to 15, buzz teams dressed in State Farm/Home Run Derby-branded baseball jerseys and caps built excitement for the events throughout the city and handed out State Farm-branded souvenirs. State Farm “rowdies” atop branded double-decker buses driving through Times Square raised the noise factor.

“The goal was to create consumer engagement; to get consumers to engage with and participate with our brand,” says Todd Fischer, manager-national sponsorships at State Farm. “Insurance isn’t a tangible product that consumers can sample and try, which makes these types of engagement experiences that much more important. That’s truly their one and maybe only time to experience the brand in a positive manner outside of needing to use their insurance or make an insurance decision.”

The stats say it all: 125,000 promotion entries; 31,000 opt-in agent leads and millions of media impressions. A grand slam, for sure!

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