State Farm Marketing Head on Kelce-Swift Stunt: Unlocking the 'Lightning-in-a-Bottle' Marketing Phenomenon
State Farm has been expanding its media strategy to engage young customers, using digital and mobile channels like TikTok and esports. The insurance company has also signed a name, image, and likeness deal with college basketball player Caitlin Clark and capitalized on fan excitement around Taylor Swift and NFL player Travis Kelce's relationship. State Farm's Head of Marketing, Alyson Griffin, discusses the company's marketing approach and plans for Q4.