State Farm launched a co-branded spot with Amazon during Thursday Night Football featuring Heisman winner Fernando Mendoza and Jake from State Farm, part of a campaign aimed at portraying insurance as personalized and adaptable as customers’ changing lives. The move expands State Farm’s presence across the Amazon ecosystem to leverage TNF’s scale and targeting tools, using NFL viewership to reach broad, engaged audiences and explore further sports partnerships.
State Farm kicked off the NFL season on Amazon’s Thursday Night Football with a co-branded spot with Amazon. The “Vegas Can Change a Man” effort stars Heisman Trophy winner Fernando Mendoza alongside Jake from State Farm as he begins a new chapter in Las Vegas. The spot is the latest extension of the brand’s work with the Amazon ecosystem and builds on State Farm’s strategy this season to pair creative with a mix of established football names and emerging talent. Brand Innovators caught up with Kristyn Cook, chief agency, sales and marketing officer at State Farm, to discuss the fall campaign. What is the strategy behind this campaign? For us, this season is about showing what it means for coverage to be personal. No two customers are exactly alike, and everyone’s coverage needs are unique to them. We’re bringing that idea to life through hyper-personalized storytelling, talent and experiences across our full campaign. Fernando Mendoza is a good example. He’s entering a new chapter in Las Vegas with the Raiders and the creative is designed to reinforce a simple idea: as life changes, your coverage should change too. Each story is different, but they all connect back to the same belief that insurance shouldn’t be one-size-fits-all. It should reflect the person behind the policy. Why are you expanding your presence across the Amazon ecosystem? We’re building an ecosystem beyond Amazon’s sports presence, with Thursday Night Football as a starting point. Our spot will run during football games, we’re partnering with TNF talent and we’re exploring the targeting capabilities available across the Amazon platform to reach consumers with helpful and relevant State Farm content. It’s about tapping into the mass-scale and cultural relevance of the NFL on Amazon to create smarter, more connected ways to reach fans with the right message at the right time. And we see opportunities to build on that across other sports as well. Why is the NFL season so important to your brand? Football is one of the few places that really brings everyone together. People across all demographics, ages, and backgrounds are tuning in, and they’re incredibly passionate about what they’re watching. For us, that creates a huge opportunity to reach a lot of people during a moment they’re already paying attention and invested. That combination of scale, reach and engagement is what makes football such an important platform for State Farm.
Curated by Taleb Kabbara · Source: brand-innovators.com
State Farm, Brand Innovators, Thursday Night Football, NFL, Raiders
State Farm: State Farm is an insurance company running a fall campaign focused on hyper-personalized storytelling and expanding its presence across the Amazon ecosystem, including advertising during Thursday Night Football.
Brand Innovators: Brand Innovators is the media outlet that interviewed Kristyn Cook about State Farm's fall campaign.
Thursday Night Football: Thursday Night Football is an NFL broadcast property on Amazon that State Farm will use to air spots and partner with TNF talent as part of its campaign.
NFL: The National Football League is the sport league whose scale, reach and engagement State Farm aims to tap into by advertising during NFL games on Amazon.
Raiders: The Raiders are an NFL franchise referenced as the team Fernando Mendoza is entering a new chapter with in Las Vegas, used as creative context for State Farm's campaign.
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