Recognising that younger audiences often engage in multiple forms of entertainment simultaneously, the project team eschewed the traditional TV advertisement in favour of a TikTok spot that reaches a wider audience and offers direct communication with the target audience.

Hero Post and #StateFarmStadiumChallenge
To sustain the campaign narrative on game day, the project team devised one TikTok Hero Post and a compelling call-to-action #StateFarmStadiumChallenge to motivate TikTok users to engage with the content organically. Khaby Lame and Jake collaborated in a playful manner through a series of posts on Jake From State Farm channels, generating excitement and curiosity around the Hero Post and the #StateFarmStadiumChallenge. 

The campaign was gamified, with viewers invited to listen to the game broadcast, follow the company mascot, and guess the number of times ‘State Farm’ would be mentioned for a chance to appear in one of Khaby’s TikTok videos. To increase the Hero Post engagement, the project team modified TikTok content for use in broadcast and streaming. A QR code was also created to drive traffic from external placements directly to the post, integrating linear and streaming platforms such as YouTube, HBO Max, Warner Bros. Discovery, etc. 

360-degree out-of-home campaign
A colossal 360-degree out-of-home campaign was activated at Westgate Entertainment District, adjacent to State Farm Stadium, targeting Super Bowl attendees and the general public. Reaching more than 250,000 in-person visitors, the campaign was displayed on eight high-resolution LED ribbon boards and two state-of-the-art LED pylons at the heart of the complex, amounting to 17,000 sq. ft. of State Farm real estate. Framed by 360 degrees of State Farm branding, QR codes fostered engagement and increased Hero Post viewership.