US Hispanic audiences have a strong on-line and mobile penetration. In January 2012, there were 33.5m Hispanics online, or a full 15% of the total US online market. 48% of US Hispanics have a social network profile, 55% more likely than White and 12% more than African Americans. Our brands have fans and smart brands are creating content for those audiences – content that puts forward brand values and connects with its consumers in myriad ways while steadfastly avoiding the hard sell. The Hispanic mindset is geared toward constant progress. US Hispanics are the best example of this value because they (or their parents) are the ones who aspired to a better life in the United States, and made the sacrifices to leave their homes in order to attain it.

State Farm partnered with ‘sOccket’ and the 2011 Gold Cup Soccer, and created the Play Today Illuminate Tomorrow online platform to bring a light of hope to countries in need. This programme allowed participants the opportunity to generate energy while playing with the soccer balls on behalf of the country of their choice. Participants could play with the balls at Gold Cup events and virtually on State Farm Latino Facebook, interactive online banners and via an iPhone mobile application. Promotional drivers were placed in online, mobile and TV Gold Cup properties as well as Hispanic driven social media outlets.

Communities in Mexico, Costa Rica and El Salvador benefitted from receiving the most votes during the Gold Cup and thus received thousands of sOccket balls.

Since the end of the promotional period, State Farm’s AUIs (quotes) and raw new production have benefited from a significant 30% and 31% growth, respectively; averaging a 14% growth month over month for both AUIs and raw new sales – more than doubling the established 5% benchmark. The brand earned an 11% increase in the ‘Cares about and Supports the Community’ attribute measurement.Interactivity exceeded expectations and generated more participation and discussion than expected. Total minute goal: 30K in a 30-day period - 142,602 minutes of play was generated.The iPhone app garnered 1,080 new users, 1,111 weekly app downloads that produced 5,085 sessions. Social mediums led to over 1.8M impressions in conversational reach.Active consideration was eminent via State Farm’s on-site present at the Gold Cup, which allowed State Farm to engage 18,875 consumers, producing 4,764 total registrants and 1,103 leads – (23% response vs 5% response from previous activation.)3,405 new ‘likes’ to State Farm Latino, 9% increase; 38% of this growth came organically when the current fans shared assets with friends.