BRAND PARTNERSHIP

CASE STUDY

SUMMARY

THE ASK

State Farm wanted to fuse their brand with key pop culture moments in a meaningful way to increase consideration and brand perception for non-customers.

MY SOLUTION

Conceptualized & produced a Schitt’s Creek IRL and cross-platform series finale partnership, anchored by a first-to-market “Visit Schitt’s Creek” pop-up experience.

HOW IT WORKED

The State Farm partnership extended across experiential, on-air, digital & social throughout the experience and into the Season 6 series finale.

THE RESULTS

Generated 2.6 billion press & social media impressions, drove the highest tune-in for the series, and inspired one on-site marriage proposal

SPONSORSHIP STRATEGY

3-pronged approach for State Farm

1. PRE-EXPERIENCE

“GOOD NEIGHBOR HOURS”

EXCLUSIVE PRESS CAMPAIGN

After Pop released the “only” round of Visit Schitt’s Creek experience tickets, 7 days later, we announced extended experience “Good Neighbor” hours and tickets to each pop-up day, thanks to our good neighbor, State Farm. This hero moment was announced in Adweek and extended on Pop digital and social.

2. AT EXPERIENCE

HOLIDAY PHOTO & SURVEYS

State Farm was the official digital photo sponsor on-site at the Rose family staircase, with branding on the physical photo booth as well as on the photo printout and digital photo. State Farm-branded keychain chargers were provided to all consumers, and State Farm brand surveys were given upon exit to interested attendees.

3. EXTENSIONS

SOCIAL, DIGITAL, LINEAR

State Farm was featured in key Pop social posts, on the Pop Now app, and on the Visit Schitt’s Creek microsite. :20 custom promos were created with State Farm & Schitt’s Creek fans at the pop-up. The custom spots ran on-air leading up to the premiere of Schitt’s Creek Season 6, with State Farm :30 adjacent spots before and during the 6ᵗʰ final season.

THE RESULTS - DETAILED

ON-SITE

  • Reservations booked in less than 5 minutes
  • 5,866 total Schitt’s Creek fan attendees
  • 3,350 total State Farm holiday photos captured


PRESS

  • 2.5+ Billion Marketing, Social and Press Impressions
    • 88 Published Press Placements
    • 2,129,662,128 Earned Media Impressions
    • 147 Paid Social Media Placements
    • 32,120,008 Earned Social Media Impressions

    • Comparative PR Coverage Press Placements: Saved by The Bell – 24;
    • Friends – 22; Mean Girls – 20; Breaking Bad – 18



The Olinger Group. (2019) Visit Schitt’s Creek on-site consumer survey

LINEAR

  • 19.6M P2+ impressions for custom experiential linear components


DIGITAL, APP & SOCIAL

  • 426k+ combined Pop O&O (digital, app, social) impressions


CONSUMER BRAND SURVEY

  • 75% State Farm brand recall
  • 100% positive consumer experience on-site
  • 21+point lift in State Farm brand opinion due to on-site experience