Forget Your Shampoo at Bonnaroo? State Farm’s Music Fest Campaign Is ‘Here to Help’

Festival activations underscore brand’s good neighbor policy

Headshot of Christine Birkner

Music festivals can be really exciting, but they also can be full of annoyances, like getting caught in a torrential downpour or stifled by unbearable heat. State Farm is helping ease festivalgoers' woes through its new sponsored activations. The activations debuted this summer at Bonnaroo and Lollapalooza, and also will appear at the Austin City Limits, iHeartRadio Vegas and iHeartRadio Latina festivals later this year. The move is a nod to State Farm's "like a good neighbor" legacy as well as its new brand platform, "Here to help life go right."

At Bonnaroo, where most people camp, State Farm provided festival attendees with roadside assistance for their vehicles and items they may have forgotten, such as toothpaste and shampoo. At Lollapalooza, the company distributed ponchos to help music lovers cope with unexpected rainstorms.

State Farm's other festival activation, the "Here to Help" lounge, offers free storage lockers, Wi-Fi and phone charging stations and gives festivalgoers a break from the heat with fans and misting stations.

"From heat to rain, festivals can be exhausting," said Mandy Laux, marketing sponsorship and experiential manager at State Farm. "We're building the experience around the word 'help,' and then demonstrating how we're here to help at various festivals."

State Farm, which collaborates with The Marketing Arm on its festival activations, also partners with festival apps to push out "here to help" tips like what times the gates open and reminders to stay hydrated and wear sunscreen.

So far, the activations have reached 54,000 music fans this summer, according to Laux.

"Our activations help festivalgoers have a better experience, and they help us demonstrate what it means to be a part of a community and be a good neighbor," she said.

@ChristineBirkne Christine Birkner is a Chicago-based freelance writer who covers marketing and advertising.