In what's billed as the "ultimate fan appreciation promotion" this summer, State Farm has given consumers the chance to win the personal car of Blink-182 drummer Travis Barker: a candy apple-red '66 Cadillac Coupe Deville convertible, complete with a custom sound system, rims, interior, brand new 454 engine, and air suspension kits.
The Blink-182 sponsorship allows State Farm to engage and connect with an important target -- young adults. The car giveaway strategically ties into the State Farm brand via the auto theme that is highlighted throughout the various activation tactics. It also allows State Farm to provide something meaningful to Blink fans beyond the expected signed merchandise or meet and greets. Additionally, State Farm's sponsorship of the tour has allowed Blink to give value to its fans by offering $20 lawn tickets to all shows.
To bring the sponsorship and promotion to life and engage with fans onsite at each concert, State Farm allows consumers to enter the promotion at the State Farm Garage branded area in the concourse, where they can also take a photo with the actual car and a co-branded backdrop. Barker's car was transported between events on a co-branded tractor trailer. Fans visiting the on-site area also have the chance to receive a free co-branded keychain or upgraded seats to that night's concert. Brand Ambassadors drive the messaging by distributing branded key cards that reinforce the promotion opportunity and drive traffic to the tent and/or encourage fans to enter online when they get home.
State Farm offered those unable to attend a show the opportunity to sign up and win the car via theretown.com/blink182, where one lucky fan won an all expenses paid trip to the last concert. The site also offered exclusive band content, including interviews and videos.
Viral PR efforts via social networking sites and Live Nation helped to round out the plan and distribute promotional opportunities to fans. Barker has also Tweeted about the promotion to his 266,000 followers. Through the combined onsite, online and PR efforts, to date the promotion has generated over 25,000 entries and over 15% of young adults have opted in to receive more information from State Farm.
The promotional period runs from July 30-September 21. The winner of the promotion will be awarded the car on October 1 at the Charlotte, N.C., show, where they will receive the keys to the car on stage personally from Barker.