Super bowl on TikTok

This year, insurance company State Farm gave up its expensive TV slot during the Super Bowl, calling a TikTok contest instead. Participants had to create an audition tape of sorts, while using the #TeamStateFarm hashtag. On Super Bowl Sunday, the top three entries were showcased, the top vote gatherer was selected to star in an official State Farm commercial.

[JA] ‘The amazingly orchestrated campaign, the teasers, the TikTok challenge, the possible cameos coming. It’s an example of great use of the ‘advertising control panel’ we discussed before.’