State Farm’s Super Bowl strategy targeted Gen Z on TikTok with one of their favorite creators. The insurance company is vying for young consumer attention and this year they chose to ditch traditional Super Bowl ads in favor of reaching Gen Z on their favorite platform. State Farm tapped Khaby Lame, TikTok’s most followed creator, for a short-form ad spot alongside the brand’s mascot Jake from State Farm. The pair challenged young consumers “to both follow Jake and comment on the video guessing how many times the stadium will be name dropped for the chance to star in a video with Lame.” The brand is engaging with the idea that young people often look at multiple forms of entertainment at once, so while they were watching the big game, most were probably simultaneously scrolling through TikTok. YPulse research shows 54% of BIPOC young consumers agree: “During live TV events I follow along on social media while I watch on TV.” (Marketing Dive)
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