Farmers Insurance

Farmers Insurance Presents Rascal Flatts

The Objective

Increase brand awareness and consideration for Farmers Insurance through a partnership with Rascal Flatts. Ultimately, create a connective experience for fans that further extends brand knowledge, nurtures existing customer relationships and promotes retention and new business. 

The Strategy

Engage patrons in year 2013 by bringing entertainment to the parking lot where patrons tailgate before each show.  The @FarmersFans Zone included corn hole and ladder golf challenges, a tricked out Polaris ATV vehicle with digital photo booth, archery target and putting green.  Other elements included a line dancing stage hosted by Dance Ya’ll and oversized prize wheel.  REACH implemented robust radio, digital and social marketing promotions in order to further highlight Farmers Insurance’s partnership with Rascal Flatts.

The Result

After two years as the Tour sponsor for Rascal Flatts, REACH exceeded the client’s expectations and delivered over 1,842,000 on-site brand impressions.  Farmers social media sites experienced significant increases in consumer awareness including nearly 400 million social media engagements.