2024

NYX Awards - 2024 Grand Winner Winner

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

Entrant Company

Infinity Marketing Team

Category

Content Marketing - B2C Branded Content Campaign

Client's Name

State Farm

Country / Region

United States

Experience Level

Agency

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%.

Credits

CEO / Infinity Marketing Team
Chad Tons
Account Director / Infinity Marketing Team
Christina Schreiner
Senior Creative Director / Infinity Marketing Team
Pedro Ferreira
Creative Director / Infinity Marketing Team
Haley Keim
VP, Partnerships & Talent / Infinity Marketing Team
Frank Hendler
Senior Account Director / Infinity Marketing Team
Kelsey Dukarm
Creative Director / Infinity Marketing Team
JJ James
Director / The Marketing Arm
Anna Kaczkowski
Director / OMD
John Ninivaggi
Executive Producer / Formula
Brad Scott
Producer / Formula
Joey Graziano
Director / Zeno Group
Mary Jameson
Marketing Analyst / State Farm
Ciarra Kohn
Head of Marketing / State Farm
Alyson Griffin
Assistant Vice President / State Farm
Patty Morris
Marketing Manager / State Farm
Susi Lucas
Senior Producer, Production - State Farm
Joshua Zilm
Marketing Analyst - State Farm
Sara Brondell
Creative Lead, National Marketing and Advertising Content - State Farm
Christine Williams
Creative Director - State Farm
Clinton Inselmann
Marketing Analyst - State Farm
Alex Biedenharn
Media and Partnerships Director - State Farm
Baldwin Cunningham
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