Like a good neighbor, State Farm is joining the NFT craze.

The insurance company is launching a virtual treasure hunt where participants will use their phones, akin to a Pokemon Go, to find more than 500,000 virtual footballs.

“We know insurance isn’t the sexiest category or top of mind,” said Alyson Griffin, head of marketing at State Farm. “We, like a lot of brands, care about that under-40 demographic. So we wanted to show up where those future customers could be.”

Those who find the footballs can receive prizes ranging from Amazon and Starbucks gift cards to exclusive NFTs. There are also jerseys and footballs signed by NFL stars Aaron Rodgers and Patrick Mahomes, as well as apparel featuring the quarterbacks. All players will win an NFT after completing the first level of the game, and will have the chance to win one of a few limited edition NFTs. During the scavenger hunt, once a player clicks on a football, it will no longer available to other players. 

The Team State Farm Football Find will take place from Nov. 4 to Nov. 7 and comes in time for Rodgers and Mahomes, both familiar faces in State Farm’s commercials, to face off in Kansas City on Nov. 7.

For those who choose to sell their NFT, State Farm says it will not take a cut of any of the resales. The NFTs were designed by Florian, an award-winning generative simulation artist, and Karolina Sereikaite, an award-winning fluid and physics simulation artist.

Even though this is State Farm’s first time using augmented reality technology and NFTs, it's not the brand’s first foray into virtual marketing. The brand has built on its long-standing partnerships with sports franchises, like the NBA. Recently, Jake from State Farm became the first branded, non-playable character in NBA2K, where players can get a skin of the famous red shirt and khakis. The real Jake also participated in an NBA2K tournament hosted on Twitch. 

State Farm joins a rush of brands looking to try their hand at non-fungible tokens. Over the past few weeks brands including Hot Wheels, WWE and even Martha Stewart have announced new NFT efforts.