Social + Celebrity Influencer + Content+ Experiential
2018 Grand EX Award Winner
2018 EX Award Winner - Best Cause/Community Program
2018 Reggie Award Winner - Social Good
2017 EX Award Winner for Best Fair/Festival Activation
Insurance and music don't exactly go together; we get that. But music is a passion point for millions of Americans, and that's why we pushed State Farm to take a chance with music sponsorship.
We rebranded State Farm's music strategy to focus on their new brand tagline, "Here to help life go right." We ran with this line to create a music program in 2016, which helped fans in need. Celebrity influencers joined the fun, social posts provided helpful hints in partnership with Live Nation, and content pieces shared artist stories centered around people who helped them.
In 2017, we cranked it up. We not only helped fans, we got fans to help causes that they cared about. I wanted to leverage these passion points fans had to show them that State Farm shared these passions. We made it easy for fans to help. Social featured local stories and promoted Neighborhoodofgood.com. We worked with artists to create videos that shared causes they cared about. Placed banner ads on Live Nation's website to promote the Neighborhood Of Good. Both our original music program and our evolution became industry-leading examples of how brands should leverage music.
Year One Plan:
We wanted to show music fans how good neighbors can inspire greatness in others. Working with emerging artist, we created a platform called Artist Stories, that visited the communities and neighborhoods that shaped the each musician.
Our onsite festival activations featured local artists performing at the festival and showed fans how their neighborhood inspired them.
Year Two Plan:
In 2016, State Farm underwent a brand reframe that focused on being "Here to help life go right." We used this new mantra to reimagine our music sponsorship and developed strategy that centered around helping fans get the most out of their music festival experience.
Year Three Plan:
In 2017, we used our music platform to reinforce State Farm's commitment to strengthening communities and encouraging neighbors to do good. We introduced the Neighborhood of Good at music festivals, a place where fans who help are rewarded with one-of-a-kind experiences.