State Farm to skip out on a Super Bowl ad this year, going all in on TikTok instead
February 8, 2023 • 4 min read | By
Super Bowl spots this year are going for a whopping $7 million, more than it ever has before. And with economic uncertainty top of mind for many, marketers are starting to look for ways to get more bang for their buck around this year’s game.
So this year, State Farm is skipping out on the traditional 30-second Super Bowl spot and instead launching a TikTok-led, social media first advertising strategy. The brand is working with Khaby Lame, the most followed person on TikTok with 154.7 million followers, and other notable TikTokers for the so-called #StateFarmStadium Challenge. The campaign is a move to boost brand awareness with Gen Z and drum up engagement on the latest, buzziest social media app, TikTok, according to Alyson Griffin, vp of marketing at State Farm. (If you’re wondering what you could get with $6.5 million worth of ads, read last year’s coverage here.)