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State Farm taps mobile, social to promote sweepstakes initiative

By
September 8, 2011

State Farm is letting consumers enter for a chance to party on the Intrepid aircraft carrier museum via a sweepstakes campaign that marries mobile and social.

The company is running targeted ads within Pandora’s iPhone app. Via the campaign, consumers can tweet State Farm to enter for a chance to win.

“One of the fastest growing areas for our media is mobile due to the rate of consumer adoption as well as the increased advertising opportunities,” said Matt Johnson, digital media manager of State Farm, Bloomington, IL. “This particular mobile execution is part of a larger effort with Pandora.

“State Farm is always trying to reach consumers around their own passion points,” he said. “Music is one of those passion points and we are sponsoring an exciting concert on The Intrepid in New York City.

“This is a great program and Pandora is a continually growing site that engages millions of online and mobile users everyday with their favorite music.”

Mobile party
The expandable State Farm ad lets users tweet at @StateFarmNation to let the company know why they want to join the party on the Intrepid.

Consumers have to include #statefarmintrepid in their response.

The tweet is their entry for a chance to win tickets.

When users click on the banner ad, they are redirected to Twitter’s mobile page where they can enter their username and password to sign in and tweet.

Consumers can tweet for a chance to win

Including a social component in a mobile campaign helps further engage consumers – and both complement each other.

“Social is always important to our larger programs, usually for sharing unique content, but it is often difficult to execute in the mobile space,” Mr. Johnson said.

“This ‘Tweet to Enter’ execution sounded fun and unique, it was definitely worth testing now that Twitter has reached critical mass,” he said. “Once we see results we could incorporate it into other similar promotions.

“At State Farm, we are always testing new things and optimizing campaigns based on customer interactions and results.”

Past endeavors
State Farm has been doing a lot in the mobile space recently.

Last year, State Farm launched the State Farm NBA All-Star 2011 Sweepstakes via Apple’s iAd. Users engaged with the ad and had the chance to enter to win an ultimate fan experience trip to the All-Star festivities in Los Angeles and learn about the history of the game (see story).

Additionally, the company helped consumers move via a relocation planning and household inventory assistant application. The MoveTools application lets consumers plan their tasks, pack, organize their stuff and manage their entire move from start to finish (see story).

“Mobile usage is growing leaps and bounds for our customers, especially our youngest customers,” Mr. Johnson said.

“At State Farm we see mobile as a potential competitive advantage, being able to connect prospective customers to one of our 18,000 great agents across the country or to visit our fantastic mobile experiences like the Pocket Agent App,” he said.

“This is just one way we deliver remarkable customer service to our clients.”

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Rimma Kats is associate editor on Mobile Commerce Daily and Mobile Marketer. Reach her at rimma@mobilemarketer.com.

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