After testing the NASCAR waters in 2011 with Mark Martin, Farmers Insurance came into 2012 looking to make major impacts in fan engagement, brand recognition and event marketing. Farmers was excited to have one of the most talented and popular drivers in all of NASCAR, Kasey Kahne, join its family.
We worked with Farmers Insurance to create a one-of-a-kind at-track fan experience based on the ‘University of Farmers’ theme. The display provided a fun, educational experience for NASCAR fans during 13 races this year. With visits from brand ambassador Larry McReynolds and guest appearances by Kasey Kahne, ‘University of Farmers’ was a fan favorite.
Social media became a key element in the Farmers program as the brand looked for further engagement with fans. We provided Farmers Insurance strategic guidance in planning its motorsports Facebook page and Twitter feed. In addition to providing content, we managed fan interaction and media distribution throughout the year.
The results for 2012 were astounding; we helped Farmers Insurance engage more than 30,000 potential policy holders through their at-track experience. Additionally, we helped the @WeAreFarmers Twitter feed achieve 4,300 loyal followers and Farmers Racing Facebook page earn 25,000 likes in only a half season.