"We see it as a brand engagement opportunity," said Bruce Petersen, advertising director in marketing communications for State Farm. "We want to get word of mouth going among the consumers about the contests, and you want people to feel that State Farm can connect with them in a relevant way that is different than just letting people know we have insurance for them."
In the US Korean market, State Farm is hosting an in-language video contest based on a new commercial in that space, featuring a Korean tradition of children singing to their parents. The US Chinese campaign, also in-language, includes a "capture the moment" photo contest, playing off the new print ads in the Chinese market. Within the Indian American community, State Farm is hosting an American Idol-like karaoke contest with the theme of Bollywood. This contest will be in English.
State Farm has also partnered with several in-language newspapers to include advertisements to build buzz about the contests.
Working with InterTrend Communications, the company's Asian-American marketing and advertising AOR since 2000, State Farm hopes this outreach will keep the company top-of-mind when the Asian-American market is making insurance decisions.
"At the end of the day," he said, "we're looking for fresh ways to engage our consumers and have them think of State Farm in a new light."