If gaming gives you an extra life, take it.

Last year, State Farm turned to its Gamerhood Challenge show and Twitch streamers to help it connect with younger consumers. That series dropped a group of gamers in a virtual neighborhood and made them compete in challenges featuring pitfalls that State Farm would cover.

The show racked up 10 million views and more than 52,000 active participants—getting help from its gamer participants and even its character Jake From State Farm’s social media accounts. That made it it successful enough for State Farm to reconsider its strategy altogether. 

Though this year’s Super Bowl was played in a stadium bearing State Farm’s name, the company passed on a Big Game ad for the second year in a row. Instead, it set up shop within the metaverse, found its home on TikTok and increased its investment in the gaming sector for this year’s The Gamerhood Challenge 2.

“As an insurance brand, we’re not endemic to the gaming space and we were unsure if there would be a lot of engagement and views from our original Gamerhood series,” said Alyson Griffin, vp of marketing at State Farm. “We were stepping out and taking a big risk, but we had way exceeded our expectations.”

Airing each Thursday in June on Twitch and YouTube, the series continues the real-world obstacle theme and adds more gamers, streamers and content creators to the mix. Hosted by former Titan Games host Alex “Goldenboy” Mende and comedian Barbara Dunkelman, this year featured a roster including Tyler “Ninja” Blevins, Jessica Blevins, Ludwig, Typical Gamer, Krystalogy and 2022 holdovers Berleezy, ImDontai and BlackKrystel. 

Even Jake From State Farm—played by actor Kevin Miles—pitched in and helped out.

“Gen Zers aren’t looking and seeking out insurance carrier information,” Griffin said. “By inserting our brand and Jake from State Farm in a fun and engaging way, we were able to get across a little ‘edutainment.’”

Not playing around

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