State Farm, sports activities media firm Crew Whistle and company Optimum Sports activities have teamed for 3 episodes of a football-focused sequence titled “House Crew.” This system will air on Crew Whistle’s YouTube and social platforms starting Dec. 7, per particulars shared with Advertising and marketing Dive.
“House Crew” pairs soccer gamers with “at-home teammates” for competitions and Q&A segments that present perception into their private lives and relationships. The episodes embody messaging about bundling residence and auto insurance coverage and State Farm’s Private Worth Plan. This marks the third yr of collaboration with Crew Whistle round unique NFL-focused content material, defined Alyson Griffin, vp of selling at State Farm.
“Given the mass attain of soccer, we all the time wish to faucet into the eagerness of the fanbase and elevate State Farm into the cultural dialog,” Griffin mentioned in a press release. “We’re excited to assist carry these episodes to life for followers to study extra about their favourite gamers — and extra about State Farm too.”
Social property selling “House Crew” will run throughout TikTok, Instagram Reels and YouTube Shorts. Crew Whistle and State Farm have used their partnership to embed model messaging into unique exhibits and speaking factors into short-form content material extensions. Earlier collaborations between the 2 embody “Private Day,” a sequence that drew greater than 7 million views and 15 million complete impressions, per launch particulars.
The “House Crew” episodes will characteristic Minnesota Vikings tight finish TJ Hockenson and his fiancé Mikala Brown; Philadelphia Eagles offensive deal with Jordan Mailata and his spouse Niki Ikahihifo-Bender; and Kansas Metropolis Chiefs extensive receiver Mecole Hardman and his girlfriend Chariah Gordon.
State Farm isn’t any stranger to efforts round soccer gamers and their paramours. The model scored one of many yr’s finest campaigns with a rapidly assembled effort that tapped into the hype across the relationship between Kansas Metropolis Chiefs tight finish Travis Kelce and Taylor Swift.
Crew Whistle, a DAZN Group firm, beforehand partnered with DirecTV Stream for a social media takeover that touted the satellite tv for pc supplier’s worth and promotional gives at the beginning of the faculty {and professional} soccer seasons. Optimum Sports activities is the in-house sports activities advertising and marketing company inside Omnicom Media Group.
