State Farm issues social sweepstakes on Facebook

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State Farm Insurance will launch a Facebook sweepstakes on March 31 to expand the number of potential customers who interact with the brand and to communicate the “good neighbor aspect” of the insurance company, said Brent Bynum, marketing manager at State Farm. Creative agency Proximity Chicago created the promotion.

The effort will allow State Farm's Facebook fans to enter the sweepstakes for a chance to win a Ford Fusion hybrid. The company will publish a different photo of a Ford Fusion automobile five times a day for 10 days. The first 50 fans to tag themselves first in a photo will be entered to win the car.

“The idea behind the campaign is the game consumers have played called ‘Shotgun',” said Bynum. “We want people to have that same fun and experience online with our brand.”

Consumers who don't tag the photo first will still be eligible to win a $20 Visa gift card. The company will give away 440 gift cards during the campaign.

Bynum said the promotion will target customers who are “most fluent with social media.” He would not peg this demographic as “younger,” but said it targets customers ages 18 to 45.

Bynum added that the campaign will help State Farm retarget Facebook users on the social network.

“Consumers will be able to like us on Facebook, and we'll have a regular stream of content and decide on promotions as we go,” he said.

State Farm has worked with Proximity for 17 months on social media and for “three years on various projects,” said Bynum.

He added that State Farm has several advertising agencies under contract. “We use each depending on our needs and market conditions,” said Bynum, who declined to name the other shops. The company switched from Tribal DDB to Draftfcb as its primary digital agency a year ago, according to Ad Age.

Proximity Chicago could not be immediately reached for comment. 

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