What happens when a touchdown dance and an insurance company get together? You get the "Discount Double Check," an Aaron Rodgers creation that took on a life of its' own. Originally done by Rodgers as a touchdown dance during practice, State Farm partnered up with him and turned the move, with a new name, into a phenomenon. The "Discount Double Check" took a life of its' own with sports players and commentators using it as a part of their normal vernacular. This was an advertiser's dream. State Farm was able to successfully penetrate into mainstream media and become a part of the sports world.
The downside however is that people are not making the association with the discount double check and State Farm. People know the move and the phrase but the tie-in with the company is not really there. State Farm will continue to spread the phrase but it will work more in strengthening the relationship. It’s certainly better to have your product name out there divorced from
the company than to not have it out there at all,” says Bob Dorfman, creative director at Baker Street Advertising. They have an enormously popular sports star and a great slogan so this phrase seems like it is here to stay.
Read the full article: http://www.businessweek.com/articles/2012-03-06/state-farm-steals-a-touchdown-dance-and-scores-free-advertising
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