Event Marketer Summer 2023 - 36

BEST ESPORTS OR GAMING
EXPERIENCE
EX AWARD WINNER
CAMPAIGN: Gamerhood Challenge
CLIENT: State Farm
PARTNER: Infinity Marketing Team
The average millennial's eyes glaze over when
insurance is the topic of conversation, so to
make the subject more palatable and meet
younger generations where they are, State Farm
launched the Gamerhood Challenge, a five-part,
digital + live gaming competition packed with
obstacles that served as " insurable moments. "
Each week, eight world-renowned gamers,
streamers and content creators with a collective
reach of 61 million competed inside their own
branded tiny homes within the " Gamerhood, "
as everything from fake heat waves to
tornados hammered down and disrupted their
gameplay. Between the influencer spectacle and
opportunities for casual gamers at home to get
in on the action via Twitch, the program became
a smash-hit, garnering 1.3 million views during
the first episode alone.
The 50,000-square-foot Gamerhood
served as the largest-ever physical build for a
gaming environment and featured a utopia-like
neighborhood of tiny houses across a two-stage
set-one showcasing the homes' façades on a
cul-de-sac and one showcasing the interior of
the homes, where the gamers competed to win
a donation to their charity of choice. The entire
setup was crafted in the style of a '90s sitcom,
complete with its own jingle.
Audience participation was critical, so State
Farm invited consumers to engage via two
bespoke Twitch extensions synced in real-time
across 10 channels. Viewers played for prizes
in trivia competitions and Draw That Thing, a
Pictionary-inspired game, during each episode.
In every chapter, from within their customdesigned
tiny homes, gamers faced off as State
Farm unleashed " insurable " mishaps. With
remote-controlled, custom-built machinery,
the brand triggered destructive moments like
bursting pipes caused by a ruptured water
main, blown-out windows from a tornado,
an avalanche of exploding popcorn from a
heatwave, a snowstorm that penetrated their
homes and UFOs crashing into the Gamerhood.
Hello, viewer engagement.
The winner of each episode took on State
Farm's popular spokes-character, Jake from
State Farm, in IRL, one-on-one yard games
including basketball, cornhole, street hockey,
Giant Jenga and Connect Four. The champion
was ultimately awarded the Gamerhood trophy,
which took the form of a gigantic " key to the
Gamerhood. "
As for results, the campaign generated more
than 57 million p.r. impressions and an unheard
of 100-percent positive sentiment. Game on.
36
EVENT MARKETER SUMMER 2023
eventmarketer.com

http://www.eventmarketer.com

Event Marketer Summer 2023

Table of Contents for the Digital Edition of Event Marketer Summer 2023

Event Marketer Summer 2023 - 1
Event Marketer Summer 2023 - 2
Event Marketer Summer 2023 - 3
Event Marketer Summer 2023 - 4
Event Marketer Summer 2023 - 5
Event Marketer Summer 2023 - 6
Event Marketer Summer 2023 - 7
Event Marketer Summer 2023 - 8
Event Marketer Summer 2023 - 9
Event Marketer Summer 2023 - 10
Event Marketer Summer 2023 - 11
Event Marketer Summer 2023 - 12
Event Marketer Summer 2023 - 13
Event Marketer Summer 2023 - 14
Event Marketer Summer 2023 - 15
Event Marketer Summer 2023 - 16
Event Marketer Summer 2023 - 17
Event Marketer Summer 2023 - 18
Event Marketer Summer 2023 - 19
Event Marketer Summer 2023 - 20
Event Marketer Summer 2023 - 21
Event Marketer Summer 2023 - 22
Event Marketer Summer 2023 - 23
Event Marketer Summer 2023 - 24
Event Marketer Summer 2023 - 25
Event Marketer Summer 2023 - 26
Event Marketer Summer 2023 - 27
Event Marketer Summer 2023 - 28
Event Marketer Summer 2023 - 29
Event Marketer Summer 2023 - 30
Event Marketer Summer 2023 - 31
Event Marketer Summer 2023 - 32
Event Marketer Summer 2023 - 33
Event Marketer Summer 2023 - 34
Event Marketer Summer 2023 - 35
Event Marketer Summer 2023 - 36
Event Marketer Summer 2023 - 37
Event Marketer Summer 2023 - 38
Event Marketer Summer 2023 - 39
Event Marketer Summer 2023 - 40
Event Marketer Summer 2023 - 41
Event Marketer Summer 2023 - 42
Event Marketer Summer 2023 - 43
Event Marketer Summer 2023 - 44
Event Marketer Summer 2023 - 45
Event Marketer Summer 2023 - 46
Event Marketer Summer 2023 - 47
Event Marketer Summer 2023 - 48
Event Marketer Summer 2023 - 49
Event Marketer Summer 2023 - 50
Event Marketer Summer 2023 - 51
Event Marketer Summer 2023 - 52
Event Marketer Summer 2023 - 53
Event Marketer Summer 2023 - 54
Event Marketer Summer 2023 - 55
Event Marketer Summer 2023 - 56
Event Marketer Summer 2023 - 57
Event Marketer Summer 2023 - 58
Event Marketer Summer 2023 - 59
Event Marketer Summer 2023 - 60
Event Marketer Summer 2023 - 61
Event Marketer Summer 2023 - 62
Event Marketer Summer 2023 - 63
Event Marketer Summer 2023 - 64
Event Marketer Summer 2023 - 65
Event Marketer Summer 2023 - 66
Event Marketer Summer 2023 - 67
Event Marketer Summer 2023 - 68
Event Marketer Summer 2023 - 69
Event Marketer Summer 2023 - 70
Event Marketer Summer 2023 - 71
Event Marketer Summer 2023 - 72
Event Marketer Summer 2023 - 73
Event Marketer Summer 2023 - 74
Event Marketer Summer 2023 - 75
Event Marketer Summer 2023 - 76
Event Marketer Summer 2023 - 77
Event Marketer Summer 2023 - 78
Event Marketer Summer 2023 - 79
Event Marketer Summer 2023 - 80
Event Marketer Summer 2023 - 81
Event Marketer Summer 2023 - 82
Event Marketer Summer 2023 - 83
Event Marketer Summer 2023 - 84
Event Marketer Summer 2023 - 85
Event Marketer Summer 2023 - 86
Event Marketer Summer 2023 - 87
Event Marketer Summer 2023 - 88
Event Marketer Summer 2023 - 89
Event Marketer Summer 2023 - 90
Event Marketer Summer 2023 - 91
Event Marketer Summer 2023 - 92
Event Marketer Summer 2023 - 93
Event Marketer Summer 2023 - 94
Event Marketer Summer 2023 - 95
Event Marketer Summer 2023 - 96
Event Marketer Summer 2023 - 97
Event Marketer Summer 2023 - 98
Event Marketer Summer 2023 - 99
Event Marketer Summer 2023 - 100
Event Marketer Summer 2023 - 101
Event Marketer Summer 2023 - 102
Event Marketer Summer 2023 - 103
Event Marketer Summer 2023 - 104
Event Marketer Summer 2023 - 105
Event Marketer Summer 2023 - 106
Event Marketer Summer 2023 - 107
Event Marketer Summer 2023 - 108
Event Marketer Summer 2023 - 109
Event Marketer Summer 2023 - 110
Event Marketer Summer 2023 - 111
Event Marketer Summer 2023 - 112
Event Marketer Summer 2023 - 113
Event Marketer Summer 2023 - 114
Event Marketer Summer 2023 - 115
Event Marketer Summer 2023 - 116
Event Marketer Summer 2023 - 117
Event Marketer Summer 2023 - 118
Event Marketer Summer 2023 - 119
Event Marketer Summer 2023 - 120
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-march-2021
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
https://www.nxtbookmedia.com