State Farm to air ‘This Is Us’ custom content campaign

By MixDex Article may include affiliate links

NBC and State Farm will partner on a multiplatform, custom content campaign anchored by three creative pieces filmed in the style of “This Is Us.”

  • The spots will air beginning Jan. 9, 2018, the content will air during the broadcast of three different episodes of “This Is Us”
  • Complementary content will also be developed for and distributed on the platforms of BuzzFeed and Vox Media, NBCUniversal’s strategic partners
  • The three contextually relevant video pieces, created by NBC Creative Partnerships, will use the “This Is Us” flashback and flash forward device from the show to create a natural connection for consumers
  • In addition to running in “This Is Us,” the content will receive additional distribution through NBCUniversal’s Social Synch offering and will live on a custom page on
  • NBC and State Farm will also create a social activation that encourages fans of the show to submit photos of special items that have been a part of their own family lore using a co-branded hashtag
  • Vox Media will create a branded article that combines “This Is Us” IP with the State Farm consumer messaging that will live on both Vox and Curbed
  • OMD is the media agency of record and The Marketing Arm is the entertainment creative agency of record for State Farm