The insurer's “Red Carpet Experience Tour” will set up a red carpet in malls across the country, allowing consumers to pose and take their picture on a red carpet – giving them a taste of the Awards experience.
"We're hitting five major markets, which include Miami, New York, Chicago, Los Angeles, and [Texas:] Dallas, Houston, and San Antonio," said Bailee O'Brien, sponsorship coordinator for State Farm. The events are meant to promote the overall sponsorship, as well as a sweepstakes for tickets to the show. The contest is being held in conjunction with Telemundo, which will air the awards.
State Farm brought on Fleishman-Hillard to handle PR and media relations in each local market, building buzz around the events. And advertising AOR Alma DDB helped develop the campaign.
"Music is a passion point for us and our customers," said Karen Noel, advertising manager for State Farm. "It's a nice way for us to be around something where people really enjoy watching it and enjoy the music and associate State Farm with that."
At malls in the target markets, celebrity stylist Angie Escamilla will be on hand to help with makeup and style tips. Consumers can then pose on the makeshift red carpet and take home a VIP-credential-style image of themselves.
"When you get on the red carpet, you need to be prepared because so many people get nervous in front of these musicians," Noel said. "Being an insurance company, that is what we're all about, making sure people are prepared for the unexpected, whether it's car accident or a tornado or something like that."