State Farm, a major responder of Hurricane Sandy, wanted to send a message of hope to all who were affected. In the hurricane's aftermath, a famous New Jersey roller coaster, swept into the ocean by the storm, stood as a national symbol of the "innocence lost" in all of us.

State Farm utilized a fully integrated creative and media plan to successfully drive engagement with the promotion. Consumers were introduced to The Double Check the Commercial Challenge with the launch of a :30 promo spot that aired in four high-profile broadcast placements. The promo spot was followed in each commercial pod with the State of Detention spot, so viewers were forewarned to look for the upcoming spot and use their DVR to rewatch the commercial. In addition to the broadcast elements, State Farm also utilized digital display banners driving to the promotion which ran across several major sports sites, and leveraged promoted Facebook posts and tweets. Ultimately, consumers were driven to State Farm’s football Facebook tab where they could view the commercial again, interact with the ad by circling the cheeseheads and enter for a chance to win.

The promotion was successful, and State Farm engaged with NFL fans in a unique, breakthrough way. While the number of times consumers rewatched the commercial on their DVR is immeasurable, consumers engaged with the brand and the promotion. The broadcast airings of the promotional spot inspired coviewing behaviors, as mobile traffic spiked during the airings with thousands of mobile visits to the Facebook tab. In addition, close to 75% of the total traffic to the tab was driven by the Double Check the Commercial Challenge, and the conversion rate was the second highest social conversion rate in State Farm history.