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.
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.
