Why State Farm Has Made a Massive Marketing Investment in Gaming

The insurance company’s Gamerhood 2 Challenge on Twitch and YouTube builds on the company’s efforts to reach young customers

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If gaming gives you an extra life, take it.

Last year, State Farm turned to its Gamerhood Challenge show and Twitch streamers to help it connect with younger consumers. That series dropped a group of gamers in a virtual neighborhood and made them compete in challenges featuring pitfalls that State Farm would cover.

The show racked up 10 million views and more than 52,000 active participants—getting help from its gamer participants and even its character Jake From State Farm’s social media accounts.



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