The centerpiece of State Farms integrated young adult campaign was NowWhat.com. This site was the pay-off of an unbranded campaign, including online ads, driving traffic to NowWhat.com. The unbranded ads piqued interest and drove traffic to NowWhat.com which then intrigued users and provided insurance information in a young adult voice. This led to over 120,000 sessions to date, based on only seven weeks of marketing in only four test markets. In addition to increased awareness, State Farm saw an actual increase in production, which was not anticipated in such a short time period. This successful test has now led to a national rollout.