GET TO A BETTER STATE, in this Superfans ad doe State Farm Auto Insurance.

We joined with Facebook to create a weekly invitation to fantasy players to “Double Down” on the stakes of their weekly match-ups with opponents.

We used Saturday Night Live’s “SuperFans” characters to star in a season-long series of entertaining branded episodes, via sponsored Page posts. At the end of each episode, a Double Down Challenge is “thrown down.” With each Challenge inspired by a humorous element of the specific video that was just shown.

Losing a Challenge forced the player to interact with and alter their Facebook page, from posting a humiliating video, to creating “awkward” updates to their profiles.

By optimizing week over week, the Facebook campaign…??

• garnered a half a million Likes?

• achieved almost 900 million social impressions!

Facebook called it their most successful partnership campaign to-date.

Most remarkably, a full 33% of viewers now believe State Farm is an official NFL sponsor. (Saving the brand $15 million in licensing fees!) In fact, the brand gets as much credit for sponsoring the NFL as they do the NBA (for which they do pay $7-8 million.)

From a sales perspective, the likelihood of an NFL fan getting an insurance quote rose by 38%. The quote process, driven through branded digital display, achieved an astounding 50.3% completion rate.