State Farm is going all-in on TikTok this Super Bowl season. In an effort to attract young consumers, State Farm is opting for a TikTok challenge over a paid TV spot during the Super Bowl with the #TeamStateFarm TikTok challenge featuring Jake From State Farm acting like a talent scout as he vets user-submitted videos. The campaign challenges TikTokers to show off their talents using TikTok’s duet feature and using the #TeamStateFarm tag. The three best videos will be pinned to the top of Jake From State Farm’s TikTok page on Super Bowl Sunday (February 13), and the final winner will be chosen based on which video gets the most likes. The Jake From State Farm account has amassed over 212K followers, and the Super Bowl TikTok challenge marks the brand’s first experience-based approach on the app—and the first time it has taken an interactive approach for its NFL and Super Bowl advertising. As TikTok continues growing as one of young people’s go-to sources for entertaining content, creating interactive campaigns on the platform instead of airing a traditional TV ad is certainly a way to reach them. (Adweek)
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