State Farm March Madness
Challenge & Solution
No one helps you enjoy March Madness like State Farm. The Tournament Tools site brings this statement to life by offering a downloadable Hoops Buddy, live scores, an interactive game, and fun Tournament downloads.
The agency worked with State Farm to leverage a major cross-media ad buy by converging elements seen in the print campaign in our site such as the downloadable door signs. State Farm used print media to drive interest in the Hoops Buddy, saying, "If you could have a buddy who always knows the score, why wouldn't you?"
The campaign and website launch were keyed to the official start of March Madness: selection Sunday. Our site, print, and TV work launched in sports-specific media around the weekend of 3/11. Ad units ran on CBS Sportsline.com, ESPN.com. Print ran in ESPN the Magazine, and our TV debuted on the CBS Selection Special. Site metrics show that our launch ahead of the first game's tipoff the following Thursday was crucial to our success: we saw the most traffic of the campaign on Weds 3/14.
State Farm's partnership with the NCAA is an opportunity for State Farm to be a contemporary, relevant, and entertaining brand. NCAA Tournament Tools became the effective embodiment of the partnership in 2007.
Metrics
The site has been accessible through ad units and through a banner on StateFarm.com since 3/9.
- ~100k unique visits 3/9 - 4/9
- ~4,000 downloads of the Hoops Buddy widget
- ~3,100 played the Office Hoops Challenge game
- ~2,500 total Tournament Tools Downloads PDFs were downloaded
