How do you create a cutting-edge marketing campaign? Go back to the beginning.
That’s the thinking behind State Farm’s Neighborhood Sessions, a well-executed, multi-platform offering that returns famous musicians to their roots.
In each part of the series, State Farm bring an artist to their hometown for a special performance. Along with lots of reminiscing, there are spotlights on local heroes–teachers, mentors, non-profit workers, etc.,–who are inspiring people in the community.
There is also a social media/charity element: each time someone tweets using the #NeighborhoodSessions hashtag, State Farm donates a dollar to local groups (up to $100k per neighborhood).
Though the campaign focuses mainly on the artists and heroes, there are clear brand tie-ins as well, including the broad messaging (it reinforces the “Like a Good Neighbor” tagline), TV commercials, and specific digital content elements (local State Farm agents are showcased on the accompanying website).
The first session features Jennifer Lopez returning to the Bronx and includes a concert to be aired on TNT, a microsite/YouTube videos showcasing neighborhood heros, and regular tweets encouraging people to use the hashtag to spark donations.
Check out some of the elements below:
Good Neighbors Commercial
Local Hero Video