We did not just sponsor the Coachella Music Festival. We focused on what people were missing and delivered accessibility, personalized service, and value. Some won’t be able to make the trip? We’ll make you feel like you are there. You’ve made it and now you have to walk miles from parking? We’ll make it easy. Festival goers received free shuttle transportation, bottled water, misting and air conditioned tents. Didn’t realize how hot the desert sun could be or how cold it gets at night? State Farm did, and we have you covered. Festival goers camping at night received blankets to keep warm and ponchos when it rained. Coachella festival goers were also upgraded to VIP tickets and received assistance with dead batteries, lost keys and car troubles. Music sites, mobile, Facebook, YouTube homepage, and a Promoted Trend on Twitter (#coachellalive) drove traffic to the live stream. Social buzz and press coverage supplemented engagement and viral success of the initiative. State Farm had a huge challenge. They were not relevant to young adults. Young adults don’t care about insurance. They are forced to buy and think about insurance when renewals are due. We needed young adults to think radically different about State Farm. Music, a genuine passionate area for Young Adults that can be elevated with the State Farm Get to a Better State platform, jumped out as the priority engagement platform. State Farm could engage with young adults on their own terms and capture their attention by helping them do what they are trying to do. Music festivals have been leveraged to demonstrate ways State Farm can get music lovers to a better state; however, not all music lovers attend festivals. We needed to amplify State Farm’s festival presence and extend the experience to get more music lovers to a better state. We partnered with YouTube, Coachella Arts and Music Festival and music sites to bring music lovers an exclusive, front row experience that extended beyond onsite activations. Coachella’s past year sponsor of the live stream (Wrigley) saw ~4MM views in three days. State Farm nearly TRIPLED past live stream results, delivering 11.8 Million views of YouTube Coachella Live Stream in three days. That’s a $0.22 cost-Per-view, with astonishing average user duration of 49 Minutes. The average viewer duration per video in April 2012 was 5.2 minutes (comScore). State Farm’s #coachellalive received 73.6K mentions; that’s 2.5x more mentions than Twitter’s organic #coachella benchmark, per Twitter. Twitter Retweets were up 690% versus the average. The promoted tweet engagement rate was 15%, compared to its typical 9% engagement rate.
