State Farm Hits a Homerun with Baseball Field Replica
To tap into the hotly pursued Hispanic market, State Farm leveraged its Major League Baseball partnership and hit the road from April to September with its inaugural Fiesta del Jonron (homerun festival). The 21-week mobile tour hit 16 different markets, activating at Hispanic community events.
A miniature baseball stadium replica served as the centerpiece of the footprint, with the DJ Buzz Vehicle playing popular Latino tunes nearby. Bilingual brand ambassadors in red State Farm baseball jerseys offered premiums in exchange for completing a survey, which generated more than 19,500 leads over the course of the tour, with 39 percent of consumers opting in to receive more information from State Farm. For fun, consumers had several activities to choose from: the home run derby; speed pitching station, where they could toss out a ball and electronic displays clocked the ball’s speed; and stickball cage. The Latino Baseball Tribute Trailer was a virtual history of Latinos in baseball, and the Rookie Card Station sent people online to retrieve a custom souvenir.