State Farm’s ‘Jake From State Farm’ mascot became the first brand mascot to make an appearance in NBA 2K when the basketball game launched its latest iteration on 10 September.
The popular hoops game, originally published by Sega Sports and now developed by Visual Concepts and published by 2K Sports, sees ‘Jake’ make his debut as a non-playable character (NPC) in the game’s ‘The City’ mode. Enabling gamers to interact with at the in-game NGHBR GOODS storefront where they can unlock a Jake-inspired skin for their character and purchase in-game branded apparel items (including the insurer’s mascot’s familiar khaki trousers and red shirt).
Other purchasable apparel available through the NGHBR GOODS storefront include jerseys, letterman jackets, retro gym shorts, backpacks and sweatbands all in State Farm’s signature colours and ‘inspired by NBA style’ over the years.
As well as the creation of the branded NPC, the partnerships also includes a State Farm digital storefront, plus in-game signage and sponsorship of the ‘Assist of the Game’ feature. A further strand of the brand’s partnership with the sports game franchise sees State Farm host a ‘Jakeover’ livestream on Twitch on 2 October featuring well-known NBA 2K influencers.
The partnership is promoted primarily through a PR and social media campaign led by an online video called ‘Jake from State Farm x NBA 2K22’ posted across the brand and game channels from 10 September.
The tie-up sees State Farm aim to put its brand front-and-centre in a way that mimics sponsorships in real-world sports.
Comment:
This is an innovative, brand-first route for the North American insurance company seeks to further engage with the young gaming community in their own space by transcending traditional advertising.
In-game brand characters, skins and even branded apparel are emerging as a fresh route for brands seeking to interact with younger consumers as marketers continue to explore tactics to engage in the metaverse.
While a presence on Twitch continues to offer big number awareness and engagement opportunities as the Amazon owned platform now boasts more than 30m daily users (double its audience from 12 months ago).
An active sports sponsor – as illustrated by its new NFL season ‘Rodgers & Mahomes Undercover’ campaign earlier in September – State Farm’s
NBA2K insertion follows in the footsteps of Unilever deodorant brand Degree’s in-game branded trivia, digital wall takeovers and more as part of a multichannel campaign that launched this summer, while Burger King in Spain tied trick shots to real-world rewards last year via ‘BKMenuCourt‘.
We’re sponsoring this week’s episode of @NBA2K TV and bringing our #MoveAgainwithDegree campaign to the game! Check out some cool Degree content within the game and tell us how you’re moving again! pic.twitter.com/KqpKAEQH4A
— Degree (@Degree) June 25, 2021
While ‘Jake from State Farm’ himself debuted in 2011 and was central to the brand’s first Super Bowl spot earlier this year when a 30-second ad created with The Marketing Arm, starred rapper Drake as the stand-in for the character and also featured actor Paul Rudd in a cameo.
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