State Farm Teams Up With Postmate To Deliver Free Burritos To NFL Fans

What Happened
State Farm has partnered with on-demand courier service Postmates and Chili’s to capitalize on the “housegating” trend among football fans for its latest digital campaign. On Nov. 27, the first 5,000 people ordered a special “Cali BBQ’ritos” from Chili’s on Postmates got the item delivered to their doorsteps for free. The offer was available to residents in nine markets in the South and Southwest regions, including Phoenix, San Diego, Dallas, Houston, Denver, and Los Angeles. To promote this initiative, State Farm rolled out Facebook, Instagram, and Twitter ads on Saturday to target the NFL fans.

What Brands Should Do
This new campaign from State Farm and Chili’s continues an ongoing trend of brands teaming up with on-demand delivery services to reach potential customers with products or branded experiences. Most recently, IKEA partnered with Uber to send free meal-planning kits to lucky customers in NYC as part of its Thanksgiving campaign. As more and more consumers start to actively avoid traditional advertising with the help of ad-blockers and ad-free subscription services, brands need to preemptively branch out and explore non-conventional marketing channels to reach customers.


Source: AdWeek

Will brand sponsorship bring back music videos?

Dr Pepper's Lonely Hearts Club Band (OK Go and State Farm)For most bands in the slumping music industry, the day of big budget videos is a luxury of the past.  But last week undisputed kings of the viral music video, OK GO, found a new avenue to make their art a reality: corporate sponsorship.

The band’s clip for “This Too Shall Pass,” which features a mind blowing two story Rube Goldberg contraption, was bank rolled by none other than State Farm Insurance.  In a brilliant move, the band also arranged the deal so that State Farm paid for the right to make the YouTube clip embeddable anywhere on the web.  The band’s singer Damian Kulash recently wrote a piece for The New York Times questioning EMI’s decision not to allow embedding of YouTube videos and State Farm graciously presented a work around solution.

This is the first example of prominent corporate sponsorship of a major music video that we know of and State Farm’s bet has paid off handsomely– the clip received close to a million views a day in the first week of launch.  The video includes a toy car with the State Farm logo as well as a State Farm teddy bear and a closing thank you to the brand for making the video possible. Continue reading “Will brand sponsorship bring back music videos?”