An innovative marketing tactic, American insurance company State Farm has partnered with 2K Games to create the first-ever branded character in NBA 2K22. State Farm's popular mascot, Jake, will appear in the video game as a non-playable character (NPC) that users can engage with while in 'The City' mode.
Not only will players be able to interact with Jake, but they will also be able to unlock 'Jake from State Farm'-inspired skins for their characters, as well as branded apparel. In addition, State Farm plans to host a unique 'Jakeover' live stream event on Twitch, which will feature a variety of gaming influencers.
By delivering an in-game character, and by poking fun at the brand's own meme-worthy mascot, State Farm is bypassing traditional advertising methods to engage the gaming community in an authentic and fun way.
Image Credit: State Farm