2023
Entrant Company
The Marketing Arm, Optimum Media Direction
Category
Strategic Campaign - Brand Strategy Campaign
Client's Name
State Farm
Country / Region
United States
Experience Level
Agency
The insurance industry is not traditionally a vertical that is associated with venturing into non-linear
lanes of innovation. However, State Farm uniquely understands the business need to reach younger and
more diverse Millennial and Gen Z audiences, to create future demand and achieve top-of-mind
relevancy among them. In collaboration with iHeartMedia, State Farm has created State Farm
Neighborhood, a branded Metaverse space where users can interact with Jake from State Farm, and
State Farm Park, a unique concert venue where some of today’s biggest artists will perform inside
iHeartLand on Roblox and Fortnite.
When not at events, visitors can play a variety of mini-games that change over time, so there is always
something fresh to engage with. State Farm continued its reputation as a leader in marketing through
this partnership: together with iHeartMedia, they created an arena for fans that offers once-in-a-lifetime
experiences only possible in the Metaverse Neighborhood. With unique gameplay, specialized verch
(like Jake From State Farm’s famous red polo and khakis), and performances from world-renowned
artists, the State Farm Neighborhood offers virtually unlimited entertainment.
Held at the first-of-its-kind naming rights venue within the Metaverse, the inaugural Charlie Puth
concert drew in over 1M visits: the equivalent of selling out Madison Square Garden for 50 nights.
Award-winning singer, songwriter, producer, and multi-instrumentalist Lauv also performed at the State
Farm Park, after which his non-player character (NPC) walked the digital red carpet with fans and posed
for photos.
State Farm’s presence in the metaverse has led to massive reach across both platforms with 70% of
players attending events: 4.2M total players, 3.4M unique players. State Farm integrated the brand
voice through virtual interactions with a "Jake from State Farm" avatar which results in 1 in 3 players
engaging with Jake daily. State Farm's multi-platform “always on” media has brought players into the
game and increased awareness of events, while in-game activations have delivered a staggering 1.4B+
impressions to date.
Credits
Entrant Company
WePlay Studios
Category
People & Team - AR/VR Professionals
Country / Region
United States
Entrant Company
Player One Trailers
Category
Commercial & Marketing - Directing
Country / Region
United States
Entrant Company
Dreamlux Media
Category
Content Marketing Strategy - Video or Video Series (NEW)
Country / Region
United States
Entrant Company
Gravity Global
Category
Strategic Campaign - Brand Strategy Campaign
Country / Region
United Kingdom