Moblico Helps State Farm Gain a 500% Increase in Promotion Participation
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Moblico Case Study
State Farm
Sponsorship Customer Case Study
Background
State Farm Mutual Automobile Insurance Company, the largest insurer of autos in Missouri and in the nation, is a frequent sponsor of various regional sporting events throughout Missouri. In particular, the company supports many college games, establishing a presence at stadiums through banner and digital displays. Given the competitive nature of attracting and maintaining attendee attention at such events, State Farm wanted to extend its marketing investment to create a more lasting impact that would extend the value of its efforts.
In November of 2009, State Farm engaged Moblico to provide a fun, interactive promotion at “Border Showdown” football game, featuring the University of Missouri (MU) vs. the University of Kansas (KU), hosted at Arrowhead Stadium.
Objective
Moblico provides integrated mobile offerings that allow companies to acquire, retain, transact and support customer relationships through its InTouch Connect platform. For State Farm, Moblico recognized that the company could do a lot better than its standard mobile marketing campaign it conducted the previous year. State Farm was able to increase the value of its sponsorship at the KU vs. MU football game by providing a unique opportunity for mobile phonebased personalized reach. Moblico developed a fun, interactive mobile competition, entitled “Hi-Striker,” that was integrated with Arrowhead stadium’s 100-foot wide High Definition display scoreboard, one of the largest in the NFL.
An estimated 55,000 fans had 30 seconds to text a short code indicating which team they were there to support. While the clock was counting down, a pair of animated carnival strongmen struck a target with hammers for each text they received, one side representing the MU, the other KU. The real-time contest offered a fun method for friendly competition amongst fans, with the side receiving the highest number of text votes winning.
The benefits of the campaign were realized immediately, with over 5,000 attendees participating and opting in for further engagement with State Farm. This was an increase of five times the response rate received for their text-to-win marketing efforts at the same game last year.
From the Client
“We were thrilled with the outcome of this promotion,” said Jerry Nevins, CPCU of State Farm Insurance. “Regional marketing efforts play a large role in helping to boost brand awareness. The returns we experienced as a result of the Hi Striker game far exceeded our expectations. We are looking forward to future campaigns with Moblico.”
State Farm Fast Facts
• Moblico captured 5000 participants within 30 seconds, providing immediate ROI for
State Farm’s investment
• Fans expressed continued enthusiasm about the promotion, boosting State Farm
brand awareness
• Due to the interactive, integrated nature of the event, State Farm was able to stand
out above other sponsors.
