Campaign details
Brand: State FarmBrand owner: State FarmLead agencies: Optimum Sports, OMDContributing agencies: ESPN Creative Works, TranslationMarket: United StatesIndustries: Sponsorship - media, TelevisionMedia channels: InsuranceBudget: 500k - 1 million
Executive summary
State Farm partnered ESPN as a title sponsor of The Last Dance, the documentary featuring Michael Jordan's final season with the Chicago Bulls. The documentary was set to air in the summer of 2020, and with it, a robust State Farm communications plan. In March, COVID-19 struck, canceling live sports and leaving a void...