State Farm Park in iHeartland on Roblox

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.