'Jake From State Farm' Debuts as First Branded Character in NBA 2K22
Niko Pajkovic — September 20, 2021 — Marketing
References: statefarm & marketingdive
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
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
Trend Themes
1. Branded Video Game Characters - More brands will collaborate with video game companies to create branded characters and gain access to the gaming community.
2. Interactive Advertising - Interactive in-game advertising will become more prevalent as brands seek new and engaging ways to reach consumers.
3. Influencer Marketing in Gaming - More brands will utilize gaming influencers to promote their branded characters and events within video games.
Industry Implications
1. Insurance - Insurance companies will explore innovative marketing tactics such as in-game branded characters to reach consumers and promote their services.
2. Video Games - Video game publishers will benefit from collaborations with brands to create in-game branded characters and unlock new revenue streams.
3. Marketing and Advertising - Marketing and advertising agencies will have new opportunities to create interactive advertising campaigns and collaborate with gaming influencers.
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