State Farm scored big with its Super Bowl TikTok challenge

This year, State Farm ranked first in USA Today’s Super Bowl Ad Meter for its TV spot starring Arnold Schwarzenegger struggling with the word “neighbor” in the brand’s “Like a good neighbor, State Farm is there” slogan. But for 2023’s Big Game, State Farm opted to forego TV entirely and funnel its efforts into TikTok—proving that a successful Super Bowl campaign doesn’t need to come with the $7 million price tag of an in-game spot. See all of Ad Age’s 2024 Creativity Award winners here In the lead-up to Super Bowl LVII, State Farm leveraged its naming rights to the stadium hosting the Big Game by launching the #StateFarmStadiumChallenge on TikTok, inviting viewers to guess how many times the words “State Farm Stadium” would be mentioned during the Super Bowl. The insurer enlisted Khaby Lame, the most-followed creator on TikTok, to kick off the challenge alongside its spokesperson Jake from State Farm. State Farm also recruited more than a dozen other TikTok macro-influencers, from actress and singer McKenzi Brooke to dance creator Michael Le. @khaby.lame Win a chance to be in a TikTok with me! All you have to do is 1) guess how many times "State Farm Stadium" could be mentioned during the Big Game in the comments below and 2) follow @jakefromstatefarm to find out who wins! #statefarmstadiumchallenge Rules: st8.fm/bgrules #Ad ♬ original sound - Khabane lame State Farm’s campaign spread like wildfire on TikTok. The initial video featuring Lame and Jake amassed more than 220 million views, and the videos from State Farm’s 13 other influencer partners together netted the brand an additional 245 million views. The #StateFarmStadium Challenge hashtag garnered another 315 million views, as TikTokers competed for the chance to appear in one of Lame’s TikTok videos and get in front of his more than 161 million followers. The winning TokTok user, Mat, joined Lame and Jake in a TikTok video several months after the Big Game, extending State Farm’s relationship with the TikTok star. @khaby.lame Who needs bubble wrap when you have @Jake from State Farm #learnfromkhaby #ad ♬ original sound - Khabane lame “We’re not afraid to experiment and try things and use data and push ourselves to modernize the brand,” State Farm Chief Marketing Officer Kristyn Cook told Ad Age. And the data that resulted from the brand’s TikTok push proved to State Farm that its decision to forego a traditional Super Bowl TV spot was well worth the risk. See all of Ad Age’s 2024 Creativity Award winners here

State Farm scored big with its Super Bowl TikTok challenge

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