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From the 15th Annual Shorty Awards

Khakis in the Metaverse: State Farm Park x iHeartLand

Entered in Brand Partnership, Immersive


State Farm's charter to revolutionize their 100-year-old brand through the lens of future-forward marketing came to life with the creation of "State Farm Park" within iHeartLand, a one-of-a-kind metaverse world. State Farm’s expansion into the Web3 space is grounded by the brand’s business need to create future-demand and top-of-mind relevancy among younger and more diverse Millennial and Gen Z audiences. In 2022, State Farm pioneered a strategic and ground-breaking partnership with iHeartMedia through the creation of “State Farm Park”in iHeartLand, a first-ever exclusive metaverse naming rights deal in both Fortnite & Roblox. Within this branded space, users can attend a virtual concert venue where some of the biggest artists will perform - kicked off by Charlie Puth as the inaugural music performance. The fully immersive experience also hosts major album releases, some of the biggest hit podcasts and interactive gaming experiences. This partnership furthered State Farm’s mission to reshape the future of live events and reimagine how audiences engage with brands within the Web3 universe.  Additionally, State Farm’s ownable space within the metaverse enabled authentic connection points, shifting how consumers perceive the brand in the real world. 

Strategy and Execution

The insurance industry is not traditionally associated with taking leaps into non-linear lanes of innovation. However, State Farm understands the business need to create future-demand and top-of-mind relevancy among younger and diverse Millennial and Gen Z audiences. A metaverse partnership with iHeartMedia enabled State Farm to co-create with limitless barriers and innovative touchpoints that leverage merge content, creators, entertainment and gaming.  

In collaboration with iHeartMedia, State Farm had its first-ever, exclusive arena naming rights deal in the Metaverse that brought to life State Farm Park in iHeartLand, a unique concert venue where some of today’s biggest artists will perform inside on Roblox and Fortnite. Over the course of a year there will be over 20 concert and podcast events, which began with a two-part performance from Charlie Puth on September 9, 2022. In between events, visitors stay engaged through a variety of touchpoints that are regularly refreshed to maximize repeat interactions, including competing in mini-game challenges and exploring seasonally refreshed challenges and environments.

On Roblox, State Farm has additional branding in iHeartLand through a dedicated space called The State Farm Neighborhood. Modeled after a street festival, the Neighborhood features interactive experiences like a Ferris wheel, food trucks, and access to 360-degree unobstructed views of the State Farm Park main stage via an aerial viewing platform. Jake from State Farm is present as an NPC with a daily quest board that offers players the chance to complete his tasks and play mini-games, both of which earn iHeartBucks to buy branded verch--including Jake's famous red polo and khakis.

Creating an ownable space in iHeartLand not only allowed State Farm to show up in new and interesting ways, but in ways that are also authentic to how consumers perceive the brand in the real world. 

State Farm continued its reputation as an innovator in marketing with the metaverse neighborhood: together with iHeartMedia, they created an arena for fans to connect that offers once-in-a-lifetime experiences only possible in the metaverse neighborhood. With specialized verch, unique gameplay, and performances from world-renowned artists, the State Farm Neighborhood offers virtually unlimited entertainment. This innovative combination of content and connection solidifies State Farm's place as both a marketing innovator and a household name for Millennial and Gen Z users.


State Farm made its metaverse debut by launching a first-of-its-kind naming rights venue partnership with iHeart Media within the metaverse. The partnership launched with a Charlie Puth concert, resulting in over 1M visits – the equivalent of selling out MSG for 50 nights. Award-winning singer, songwriter, producer, and multi-instrumentalist Lauv also performed at the State Farm Park in iHeartLand, after which his non-player character (NPC) walked the digital red carpet with fans and posed for photos.  State Farm’s presence in the metaverse has led to massive reach across both Fortnite and Roblox with 70% of players attending events – 4.2M total players, 3.4M unique players.  State Farm integrated the brand voice through virtual interactions with a "Jake from State Farm" avatar which results in 1 in 3 players engaging with Jake daily. State Farm's multi-platform 'always on' media to bring players into game, drive awareness of events & in-game State Farm activations has delivered 1.4B+ impressions to date.


Entrant Company / Organization Name

State Farm, State Farm


Entry Credits