State Farm forgoes the massive display screen for TikTok at Tremendous Bowl LVI

After airing the first Super Bowl commercial last year, State Farm will refrain from running TV commercials during the big game this year, which features lively celebrity appearances.

Instead, you can find the insurance company on TikTok.

On the Saturday before Super Bowl LVI, State Farm invited TikTok users to participate in the #TeamStateFarm challenge by following the brand on TikTok and submitting a duet with their State Farm mascot, Jake, during the NFL playoffs.

Entrants can showcase any talent for a chance to appear in an upcoming State Farm commercial.

On February 13, during the Super Bowl, State Farm will pin the three most popular duet videos to the top of Jake’s TikTok page and ask viewers to vote for their favorite. A winner will be selected at the end of February.

The campaign aims to engage social media users and identify talent for the next State Farm commercial, a spokesman said in an email.

Last year, during Super Bowl LV, State Farm ran with Kansas City Chiefs quarterback Patrick Mahomes, Green Bay Packers QB Aaron Rodgers and Grammy-winning artist Drake representing State Farm’s Jake. Actor Paul Rudd also had a cameo appearance.

This story first appeared on Campaignlive.com.

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