How State Farm used eSports to find new millennial connection

State Farm, the insurance company, has successfully driven engagement with eSports fans, an audience skewed towards millennial males.
How State Farm used eSports to find new millennial connection

Earlier this year, State Farm appointed ReKTGlobal as its eSports agency of record.

Rather than handing its new partner traditional creative or media duties, the relationship was thus based around competitive gaming tournaments in the digital world, where elite players face off in first-person shooters like Overwatch, battle arenas such as League of Legends and adapted real-life sports including Electronic Arts' football-themed Madden Championship Series.

Although the Bloomington, Illinois-based insurance company sponsors the NBA and various college sports, the digital-gaming space was largely uncharted territory for the brand. “Prior to...

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