Insurance brand State Farm is kicking off a new series on Twitch to appeal to consumers under 40.
The Gamerhood Challenge, a weekly series that begins on Twitch on June 1, is a multi-episode gaming competition starring leading gaming influencers that compete in weekly challenges.
“Through our work in the gaming space over the past decade, we’ve found gaming activations provide an effective way to connect and drive engagement with ‘under 40 consumers,’” Alyson Griffin, head of marketing at State Farm, told Brand Innovators. “As an extension of the relationship we’ve built with this audience, we’re so excited to launch this first-of-its-kind series on Twitch. The Gamerhood is a fun, engaging episodic series that not only showcases some of the best gamers in the industry, but will further bring good neighbor vibes into the gaming community.”
In The Gamerhood Challenge, gamers will compete from their own tiny house in a variety of games while facing comedic obstacles.
This effort builds on the company’s push to appeal to younger audiences. Recent campaigns that applies this same strategy include the #StateFarmFootballFind activation and #TeamStateFarm TikTok Challenge during the 2022 Super Bowl.
