State Farm x #HereToHelp Campaign
In 2016, State Farm encountered a re-branding that focused on the now famous manta "Here to help life go right." We used the new mantra to upgrade the festival experience at select music festivals including: Bonnaroo, Lollapalooza, Faster Horses and Austin City Limits developing an urban-oriented lounge structor. The lounge was open to all festival-goers for a place to relax in the AC, charge their phones, and using the hashtag, #heretohelp for a way to engage with fans and use the "Here to Help" desk. When State Farm brought its ‘Here To Help’ Campaign to music festivals all across the country for the summer, they reached out to EventsTag to get the social buzz going. Working with the amazing team of The Marketing Arm, we brought our custom social wall to Bonnaroo, Lollapalooza, Faster Horses and Austin City Limits at the State Farm lounge. Using the hashtag #HereToHelp was a way for the fans to post about their festival experience on site and in the lounge and we captured their moments in real-time.
I was responsible for geotagging #heretohelp hashtag throughout each city, tracking and managing social content, and lead with creative strategy and execution for the digital boards.
Attendees posted about their experience using the hashtag #hereothelp on Twitter and Instagram. A Here To Help social digital board inside the lounge captured their posts in real time. In addition, many used the hashtag as a virtual meeting place or to ask for something they may lost lost or found. "The hashtag became something that could be used for various purposes. It was not only we as a brand helping consumers, but people helping people as well," Laux says. -Sandra O’Loughlin, Event Marketer
• Client: State Farm
• Agency: EventsTag & The Marketing Arm
• Press: AdWeek, Event Marketer
• Photo Credit: Samantha Thiessen, Event Marketer
