State Farm, the Insurance Company is here with ‘Gamerhood Challenge’ for the second time with bigger challenges and bringing YouTube along as a streaming partner in this exercise.
State Farm has spent a lot of time and energy trying to see where the younger target group spent its time. They spent ten years researching gaming and esports in a bid to reach younger consumers and the result was last year’s ‘Gamehood Challenge’ which was a great success – it got about 10 million views on Twitch. The challenge is back again on the first of June - bigger and with bolder challenges!
The Gamerhood Challenge is part reality series / part esports marketing – and stems from a need to explain an abstract concept such as insurance to a group of people who don’t have a need for it yet! So State Farm knew that it had to get really creative to get the attention of Millennials and Gen Z.
The brand’s spokes-character is Jake, who is a non-playable character in the NBA 2K gaming franchise, and who interacts with users in the metaverse (and setting up mini-games and quests).
In the “Gamerhood Challenge,” well-known gamers, streamers and content creators are pitted against one another in a series of gaming challenges. The setting is a custom-built neighborhood of tiny homes, where there are obstacles. It could be anything – like getting a flat tire on the way to an ice cream reward — that insurance can mitigate. On Twitch, this had 52,000 people compete in trivia and word games.
Gamerhood Challenge 2 promises to be bigger and brasher than its predecessor. Contestants could be paired in teams of two; weekly winners will compete with Jake, who will have a different special guest each week, in backyard games like Lawn Jenga and Pictionary; all the while ensuring the insurable moments are included, which they say are a bit ‘outrageous’! Insurable moments could be a pipe bursting in a gamer’s house while the games are on, which highlights the need for homeowners insurance, for example.
This year, they have added YouTube along with Twitch as the show’s streaming platforms to create more opportunities for audience engagement. Knowing what Millennials and Gen Z feel about charity and good deeds, “Gamerhood Challenge 2” will contribute to charities of the teams’ choice.