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

Festival activations underscore brand’s good neighbor policy

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."

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