State Farm ‘Helps Life Go Right’ at Music Festivals
State Farm’s new brand promise “Here to help life go right” offers a solution for life’s challenges, from insurance and loans to financial planning and small business. Last summer, State Farm helped life go right for millennials, an important target for the brand, by tapping into their passion for music festivals. State Farm’s rustic-looking #HereToHelp Lounge offered festival attendees an air-conditioned escape from the high outdoor temperatures, free wi-fi and charging stations, storage lockers, sunscreen, bandanas and other helpful products. Attendees used the hashtag #HereToHelp to post about the experience and ask other fans for help on Instagram and Twitter.
The #HereToHelp Lounge felt authentic to the events as well as the State Farm brand. A General Store served as its focal point where festivalgoers could swipe their RFID wristbands to receive up to three freebies a day. A #HereToHelp social digital board inside the lounge captured their posts in real time. Through the festival’s RFID wristband, State Farm monitored premium distribution, streamlined traffic flow and gathered fans’ information for post-festival communications. The activation helped 469,000 festivalgoers and 399 cars that needed a tire change or battery charge, resulting in a positive brand opinion, which was very helpful, indeed.