State Farm Realizes Unprecedented Success with Mobile Marketing

Share Article

Nation's Largest Car & Home Insurer Drives Leads for Agents via Innovative Mobile Marketing Execution

State Farm Insurance partnered with Blumo, The Mobile Experience Agency, to integrate mobile into its State Farm Win College Cash Sweepstakes. The program allowed prospective college students and their parents the opportunity to win up to $5,000 for undergraduate or graduate school tuition. In addition to entering online, fans attending select NCAA football games during the 2007 season had an opportunity to win up to $1,000 in cash instantly during in-game text-to-win promotions.

During the course of the promotion, thousands of fans were exposed to, and participated in, the sweepstakes sponsored by State Farm. Most importantly, 12% of those who participated in the sweepstakes requested additional information about State Farm products and services from their local agent.

"When done correctly, integrating mobile into an otherwise typical promotional campaign can have tremendous effects in driving participation and serving as a catalyst for new customer acquisition," said Sean Bartlett, Vice President of Sales and Marketing at Blumo. "By adding an activation mechanism to State Farm's existing media placements, we are able to engage the participant in a dialog that enables them to not only enter the text-to-win contest, but also be introduced to their local State Farm agent in real-time, creating a win-win situation for State Farm."

The State Farm College Cash Sweepstakes ran through November 30, 2007 and was promoted extensively in traditional media and at major college football games. The State Farm Win College Cash Text-to-Win started out like a typical text-to-win promotion, however, the similarities stopped after the first interaction. Participants were required to verify their eligibility and were given the option to receive a second entry for replying with additional information, including their zip code. Using the zip code, as well as the participant's mobile number's area code and exchange, their local State Farm agent was dynamically determined in real time. A reply was then sent to the participant introducing the local State Farm agent and offering them the opportunity to learn more about relevant State Farm products and services.

"We just finished the season and the results have been phenomenal," said Ronnie Lee Vandiver, Zone Marketing Manager at State Farm. "Branding and promotions are certainly a key component of our business, but the ability mobile provides to add an activation mechanism, show real business results, and provide detailed metrics in real-time makes it integral part of our campaigns."

About State Farm
State Farm® insures more cars than any other insurer in North America and is the leading U.S. home insurer. State Farm's 17,000 agents and 68,000 employees serve over 75 million auto, fire, life and health policies in the United States and Canada, and more than 1.7 million bank accounts. State Farm Mutual Automobile Insurance Company is the parent of the State Farm family of companies. State Farm is ranked No. 31 on the Fortune 500 list of largest companies. For more information, please visit statefarm.com® or in Canada statefarm.ca®.

About Blumo
Blumo is a full-service mobile marketing agency that helps brands and other agencies develop and deliver interactive consumer experiences for the mobile phone and web. The company's flagship product, MobilePowered(TM), helps companies easily manage SMS and WAP-based marketing campaigns. Blumo is headquartered in Phoenix, Arizona. For more information, visit blumo.com.

State Farm Media Contact
Leslie Leal
512-918-4395
leslie.leal.qwgf@statefarm.com

Blumo Media Contact
Sean Bartlett
480-686-7326
Sean@blumo.com

###

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Sean Bartlett

Leslie Leal
Visit website