State Farm Creates Sparks in Latin America
State Farm’s Juega Hoy. Illumina El Manana (Spanish for “Play Today. Illuminate Tomorrow”) brought lights of hope to rural Latin American communities where residents live without electricity. Partnering with the makers of sOccket, a soccer ball that harnesses and stores energy from play for later use, and the CONCACAF Gold Cup soccer tournament, Juega Hoy participants generated energy while playing with the sOccket balls in real and virtual settings.
Consumers engaged with the sOccket at select Gold Cup events or digitally through the State Farm Latino Facebook page, the Kick4ACause mobile app or interactive online banners to select a Latin American Gold Cup country to receive a supply of sOccket balls.
The experience traveled to seven Gold Cup tournament host cities. In stadium parking lots, State Farm deployed an 80-foot-by-100-foot experience, including a field and a dj. After completing a short survey, fans ran through soccer drills and attempted goals, all while powering the ball. Futbol freestylers joined in and entertained the crowd. Attendees used touchscreen tablets to vote for the country they’d like to receive the sOccket balls. At four stops, former Mexican National Team star Ramón Ramírez interacted with fans on the field.
Juega Hoy energized State Farm quotes among Hispanics, which increased by 30 percent. Sales also grew 31 percent, perception that State Farm cares about the community increased 11 percent and fans generated 30,000 minutes of energy through 142,000 minutes of play over 30 days.