2023

NYX Awards - 2023 Grand Winner Winner: Infinity Marketing Team

State Farm Gamerhood Challenge

Entrant Company

Infinity Marketing Team

Category

Strategic Campaign / Interactive Brand Experience

Client's Name

State Farm

Country / Region

United States

Experience Level

Agency

A top U.S. insurance provider, State Farm (SF) wanted to create a groundbreaking activation in the
gaming space to connect in an innovative and original way with Millennials (ages 26-41) and Generation
Z (18-25).
While many brands focus on Esports, worth $1.38 billion in annual revenue, State Farm strategically
targeted the all-encompassing $208 billion casual gaming market to create a first-ever, all-things-gaming
competition: The State Farm Gamerhood Challenge.
Set in a specially designed gaming neighborhood of eight homes, this 50,000-square-foot “Gamerhood”
was the largest-ever physical build for a gaming environment. The Gamerhood consisted of strategically
selected popular, diverse players and hosts — professional gamers, influencers, and content creators —
whose massive followings have a collective reach of 61+ million.
Infused with a 1990’s sitcom vibe, the Gamerhood Challenge featured three gaming segments in every
episode: trivia (with audience participation), popular video/mobile games, and traditional yard games.
The winner of each episode took on SF’s famous brand ambassador, Jake from State Farm, in 1-on-1
yard games like basketball, cornhole, street hockey, Giant Jenga, and Connect Four.
To creatively tie in the insurance narrative, SF constructed remote-controlled, custom-built machinery to
program ‘insurable mishaps’ that triggered bursting pipes caused by a ruptured water main, blown-out
windows from a tornado, an avalanche of exploding popcorn from a heatwave, and UFOs crashing into
the Gamerhood! Gamers played through these hysterical mishaps, yielding incredible viewer
engagement.
To further promote audience engagement and allow viewers to play along at home, SF developed TWO
groundbreaking Twitch extensions — synced real-time across multiple channels. Viewers played for
prizes in trivia competitions and Draw That Thing, a Pictionary-like game.
State Farm also generated massive Gamerhood interest by having players reach their audiences through
social channels and YouTube videos-on-demand (VOD). Using creative storylines and behind-the-scenes
footage, players shared VOD clips that nearly doubled total viewership!
With every episode streamed simultaneously on 10 Twitch channels (State Farm’s, players, hosts) and
Rooster Teeth’s subscriber site, the Gamerhood celebrated spectacular viewership numbers, exceeding
expectations with over 14 million views and 1+ Billion impressions!

Credits

Marketing VP, State Farm
Alyson Griffin
Assistant Marketing VP, State Farm
Patty Morris
Creative Director, State Farm
Clinton Inselmann
Marketing Manager, State Farm
Susi Lucas
Marketing Analyst, State Farm
Andrew Freeman
Marketing Analyst, State Farm
Ciarra Kohn
Marketing Analyst, State Farm
Heath Hunziker
Marketing Analyst, State Farm
Tim Thomas
Marketing Analyst, State Farm
Amy Hess
CEO, Infinity Marketing Team
Chad Tons
Creative VP, Infinity Marketing Team
Pedro Ferreira
Creative Director, Infinity Marketing Team
JJ James
Creative Director, Infinity Marketing Team
Haley Keim
Creative Manager, Infinity Marketing Team
Max Modica
Senior Account Director, Infinity Marketing Team
Kelsey Dukarm
VP Innovation,. Infinity Marketing Team
Gabe Wallace
Innovation Sr. Manager, Infinity Marketing Team
Trevor Mills
Innovation Director, Infinity Marketing Team
Ryan Aja
Production Director, Infinity Marketing Team
Jesse Andrews
Production Director, Infinity Marketing Team
Scott Moore
Account Manager, Infinity Marketing Team
Teri Uyovbievbo
Account Manager, Infinity Marketing Team
Sydney Leib
Copywriter, Infinity Marketing Team
Joy Elett
VP, Influencer & Talent, Infinity Marketing Team
Frank Hendler
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