Brand Voice Consultant & Copywriter
Humble TV | New York

When State Farm Insurance turned its attention to a new generation of potential policy-holders, they needed a way to engage with these young adults on their own turf. But where was that exactly? The summer music festivals were a great place to start.

Coachella Music Festival - Marketing Initiative - State Farm Insurance

Coachella, Bonnaroo, Lollapalooza – State Farm put boots (and iPads) on the ground, setting up branded tents with rows and rows of red lockers. The idea: State Farm would keep the concert-goers’ bags, clothes and valuables safe while they were off having fun. Then, when they came back to pick up their things, they could learn more about what State Farm has to offer and find the right insurance package for the way they live.

Coachella Music Festival - Marketing Initiative - State Farm Insurance

The pop-up initiative was supported by a digital campaign (featured above) that encouraged music fans to tune into a free live stream of the day’s events – both on and offstage.