Those of you who have seen my client list know that I have worked with some very large insurance companies during my 20+ years in the advertising/marketing industry. Rarely, in all those years, have I seen a truly gutsy and inspired sponsorship deal made by an insurance company. But State Farm just changed the game with their sponsorship of the new OK Go music video.
This video sponsorship, in my opinion, puts State Farm light years ahead of other insurers and financial companies in terms of finding ways to connect creatively and effectively with a more youthful demographic. Also, State Farm has proven to the world that it is not afraid to embrace new media. State Farm gets prime logo placement at the beginning of the video and the logo appears again at the end with a special note of thanks to the company. I don't know what State Farm paid in sponsorship dollars, but I am guessing they got their money's worth. The video was viewed on YouTube 1.4 million times within the first 48 hours. You can read more about the OK Go/State Farm deal here.