State Farm 2023 Super Bowl - The Big Game Came to Us!

With the 2023 Super Bowl hosted at State Farm Stadium in Arizona, State Farm sought to extract maximum value from its long-term naming rights deal. To do that, it would need to strategically leverage those naming rights in a way never done before. The resulting plan called for a disruptive, ground-breaking new media campaign that would culminate during the flagship advertising event of the year. To do so, State Farm opted out of an expected in-game commercial. It centered the stadium naming rights as a lightning rod to drive awareness and engagement while asserting its relatability and relevance with younger generations.

The #StateFarmStadiumChallenge was created with a strategic eye toward meeting younger consumers where they are, engaging them before, during, and after the Super Bowl while creatively highlighting stadium naming rights in a TikTok-forward promotion. Recognizing that TikTok is used by more than half of Gen Z and a third of Millennials, State Farm teamed up with the #1 most followed creator on TikTok, Khaby Lame, to answer the question: “How do you show up big for the big game when your name is already on the building?”

Khaby’s massive followership (161.5M followers and 2.4B+ likes) wasn’t the only deciding factor in that partnership; known for comedically demonstrating simple solutions to complex tasks with his signature talent for wordlessly emotive facial expressions, he was perfectly suited to showcase how “The big game came to us!” alongside Jake from State Farm in a way no one else could.

An incredible 220M+ people watched the Khaby/Jake video on TikTok alone, almost doubling the 113M Super Bowl viewers and outperforming tracked Super Bowl commercial viewership by an unprecedented 4x. By leveraging the star power of Khaby Lame and a contest to appear in one of his future posts, State Farm generated an outstanding 400M+ reach, while the #StateFarmStadiumChallenge hashtag amassed 315M+ views. The viral campaign won 1B+ earned media impressions, and its 3.5B total brand impressions exceeded State Farm’s 875M goal by 75%.