Your average music festival attendee might not appreciate being marketed to, but State Farm could change all that.
The insurance company whose tagline used to read, “Like a good neighbor, State Farm is there,” aims to be a good neighbor this summer at some of the country’s most popular music festivals.
The brand already brought what it dubbed a “Here to Help station” to Bonnaroo in June. It’ll take the show on the road to Lollapalooza next, then Faster Horses and Austin City Limits. The Here to Help tent will arrive at 17 concerts in total this summer.
State Farm recently rebranded, opting for the message, “Here to help life go right.”
The festival setups will foster that message by providing concertgoers with free lockers to store their gear, phone charging stations, misting fans and a variety of free items.
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“When we talk about music, we look at what brings music fans together and it is really that shared passion for music that creates a community,” State Farm experiential marketing manager Mandy Laux told Eventmarketer.com. “Part of being a good neighbor is to not only just be there, but also to be there in different moments and life experiences.”
Attendees tweeted about their experience using the #heretohelp hashtag on Twitter and Instagram while monitors in the tent streamed the posts live. Additionally, the hashtag and tent reportedly became a de facto lost and found.
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