State Farm is tapping Twitch streamers to help reach young consumers through gaming. Insurance is a tough sale for Gen Z and Millennials, especially compared to other advertising plays and brand collabs, but State Farm plans to change this by teaming up with some of the top Twitch streamers, in a new series called The Gamerhood Challenge. The Gamerhood is a “virtual neighborhood celebrating all things gaming” comprised of eight streamers (SypherPK, Berleezy, IM Dontai, Emme Montgomery, Alfredo Diaz, Jeremy Dooley, BlackKrystel and Michael Jones) who will compete in obstacles people might encounter IRL but can be solved with the help of a State Farm policy coverage. The champion will be crowned the “Ultimate Gamerhood Champion, with State Farm making a $100,000 donation in their name to Children’s Miracle Network Hospitals.” According to a survey by consumer analytics firm Engine Insights, Gen Z and Millennials “rely more on online reviews (28%) and advertising (14%) for education on insurance” and YPulse’s Gaming report found that 75% of young consumers who watch esports agree “More brands should be involved with esports.” (Adweek)
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