State Farm and CMG Atlanta Radio/WALR

The Challenge

State Farm's marketing challenge was getting their local agents excited to sell a new product, auto financing, to their new and existing customers.

In order to help their agents sell, State Farm wanted to generate at least 500 new leads within a two-month period.

The Idea

FLASHBACK Festival 2011!! Onsite, online & on-air to really help co-brand State Farm with Kiss' annual concert of Flashback Festival 2011 and talk directly to their target demographic. State Farm would also take advantage of the early attendees of the concert who tailgate before the annual event in the parking lot prior to the main show taking place.

The Resource

State Farm stated their goals and what they needed to achieve through this sponsoship. The media consultant suggested that they use the tickets and VIP experience that was part of the package as a sales incentive to motivate the local agents to sell. State Farm developed a custom sales incentive program for their local agents; the agent who sold the most financing loans would win the "All Access VIP Experience" at the concert. The media consultant also helped to develop incentives for State Farm to register the listeners onsite for Data Retrieval the day of the Festival.

The Result

State Farm not only increased their (Local) revenue through auto loans by 10% year-to-year through a customized sales competition between local agents specifically related to auto loans and car insurance, but also collected over 1,000 leads the day of the concert through our customized activation program. That’s double their initial goal of 500 leads in two months!