Amplifying its 2017 philanthropic campaign, State Farm creates pop-up “cause houses” at music festivals throughout the nation.
The insurance company launched its “Neighborhood of Good” campaign with the intent to help people find volunteer opportunities near them. Since its launch in 2017, the program has attracted more than 1.5 million people to the site. The company is now taking its mission a step further, by giving cause-driven, music-loving millennials at festivals a place volunteer .
During popular events like LollaPalooza and the Governors Ball, State Farm will host four types of pop-up houses; one to help music education, one to help hunger, one to help risked youth and a final one dedicated to helping festival-goers relax. Each house provides participants an activity that will help a cause, such as creating ukuleles for the music education and assembling food kits for the hungry.
While this may be an overt attempt to play to millennials’ love of cause-marketing, State Farm is doing it in a way that feels authentic within their brand universe.