State Farm Turns to Gaming to Connect With Younger Consumers

The insurance brand creates a challenge show starring Twitch streamers

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Insurance is a tougher sell for marketers than the more tangible advertising categories, especially when it comes to younger consumers. It’s not exactly an eye-catching new car or fashion line.

So State Farm is hoping to introduce an element of fun to its otherwise actuarial discussions of premiums through gaming.

The insurance brand partnered with some of the top gaming creators and personalities on a Twitch series called The Gamerhood Challenge. The Gamerhood is a “virtual neighborhood celebrating all things gaming” populated by real gamers SypherPK, Berleezy, IM Dontai, Emme Montgomery, Alfredo Diaz, Jeremy Dooley, BlackKrystel and Michael Jones who will compete in video game challenges while facing real-world obstacles (that a State Farm policy would cover).

The winner will be named the Ultimate Gamerhood Champion, with State Farm making a $100,000 donation in their name to Children’s Miracle Network Hospitals.

Breaking through

Alyson Griffin, vp of marketing at State Farm, said the brand is...



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