BLOOMINGTON, Ill.—State Farm is changing up its marketing strategy surrounding the Super Bowl and launching a TikTok challenge instead of airing a traditional Super Bowl ad, reports Adweek. The #TeamStateFarm TikTok Challenge invites users to duet with its Jake from State Farm character during the NFL playoffs for their chance to be featured in a future State Farm commercial.
To enter, users will create their own video using the duet feature on TikTok, and it does not need to be football related. State Farms says participants need to follow and tag @jakefromstatefarm and use the hashtags #TeamStateFarm and #Contest.
On Super Bowl Sunday, the top three duet videos will be pinned to the top of Jake’s TikTok page, and TikTok users will get the chance to vote by liking their favorite through February 17. The creator of the winning video will receive a paid trip for a meet and greet with Jake from State Farm and a role in an upcoming State Farm commercial.
The insurer’s marketing agency said in a statement that this alternative method of Super Bowl advertising meets “the next generation of consumers by showing up where they’re spending their time and in spaces that they’re interested in.”
“Rather than focus solely on one day and a traditional on-air spot, which admittedly was a huge success for us last year, we decided to tap into the ongoing excitement of #TeamStateFarm to extend engagement from the regular season into the postseason and beyond,” Alyson Griffin, vice president of marketing at State Farm, told Adweek.
NACS Daily reported that brands are utilizing TikTok more than ever to make their advertisements seem like just another video. The platform allows users to engage with ads instead of quickly scrolling past them. The hashtag #TikTokMadeMeBuyIt has been viewed more than seven billion times.
NBCUniversal announced that it will partner with TikTok to produce content and brand experiences surrounding the 2022 Winter Olympics and Paralympics, reports PRWeek. NBC will produce daily content on its TikTok handles and livestream three episodes of coverage. Ad partners will be able to pilot new ad formats on the social media platform.
Reports show that Gen Z is on the app most frequently, watching more than 233 TikToks a day and spent 14% more time each day on the app than millennials or Gen X. Additionally, 48% of millennial mothers are TikTok users, and women ages 25 to 34 spent an average of 60 minutes on the TikTok app a day.
What’s more, a recent report from TikTok found that 72% of consumers find shopping on social media platforms convenient. Here are four steps to grow your presence on TikTok.