2. !
• State
Farm’s
Objec<ves
!
• The
Weather
Company
!
• Partnership
Opportuni<es
• Always
On
o Educate
(Seasonal),
Act
(Weather-‐Triggered)
&
Empower
(Severe
Weather
Triggered)
• State
of
the
Storm
o Custom
On-‐Air
Promercials
o iWitness
Redesign
with
UGC
Map
IntegraFon
o Promoted
Tweets
o Mobile
Hurricane
Central
• Hyperlocal
!
• Next
Steps
2
What
We’ll
Cover
4. State
Farm’s
Objec<ves
4
!
Increase
Auto
Policies
across
Target
segments
!
Create
an
ownable,
mul<-‐year
plaSorm
with
social
extensions
that
demonstrates
both
engagement
and
conversion
!
Create
a
cross
plaSorm
program
that
brings
to
life
the
“Get
to
a
BeWer
State”
brand
idea
6. We
provide
consumers
with
immediate,
locally
relevant
informa<on
that
helps
them
plan
their
lives
and
manage
the
unpredictable.
Whether
it’s
the
5-‐day
forecast,
inspira<on
for
a
scenic
drive
or
<ps
on
how
to
stay
safe
during
severe
weather,
our
consumers
come
to
us
engaged
and
ready
to
take
ac<on
because
they
trust
our
brand
and
count
on
us
to
help
them
them
to
a
beWer
state.
6
7. THE
WORLD’S
BEST
WEATHER
#1
MOST
DISTRIBUTED
Cable
Network*
!
91%
are
car
owners**
!
15%
more
likely
to
have
home
insurance**
100M+
App
Downloads*
#2
All
Time
Most
Downloaded
iPad
App**
47.2M
Unduplicated
Monthly
Uniques***
94%
are
car
owners****
61.6M
Unduplicated
Monthly
Uniques
(weather.com
+
wunderground)*
!
92%
are
car
owners**
!
14%
more
likely
to
have
home
insurance**
TV
DIRECT
CONSUMER
ONLINE
&
APPS
B
2
B
2
C
B
2
B
GOV’T
PRODUCTS
163M+
UNDUPLICATED
CONSUMERS*
*Magid,
Q3'12
*Nielsen,
October
2012.
**MRI
Doublebase,
Viewers
in
the
last
7
days.
*comScore,
Oct
2012
**weather.com
–
Comscore
Plan
Metrix
,
July2012
*Various
app
stores
**App
Store
Rewind,
2011
***Omniture
Site
Catalyst,
August
2012.
TWC
Mobile
&
wunderground
****Mobile
-‐
Comscore
comScore
Plan
Metrix
Mobile
Consumer
Target
Profile
July
2012
7
9. Chicago
high
temp
vs
normal
2011#
Billion
Dollar
U.S.
Weather
Disasters
1980-‐2012
75%
higher
rain
than
normal
in
Chicago
but
came
in
spikes
2011
daily
avg
Abnormal
is
the
new
“normal”
11. Weather forecast &
climate trends
Location-specific
information
Seasonality
TWC
LOGIC
!
RIGHT MESSAGE
!
to the
!
RIGHT
CONSUMER
Mocks for illustrative purposes only. Subject to change
Patented ADaptor™ Technology
!
A
turn-‐key,
dynamic
messaging
pla`orm
!!
Enables
State
Farm
to
have
a
relevant
dialogue
with
consumers
365
days
a
year
11
CROSS
PLATFORM
Always
On
12. PREPARE ACT EMPOWER
! Seasonally
appropriate
! Helps
consumers
plan
and
prepare
! Triggered
by
specific
weather
events
(rain,
sun,
etc.)
! Helps
consumers
take
acFon
! Triggered
by
Severe
Weather
! Keeps
consumers
safe
and
helps
them
recover
loss
Mocks
for
illustraFve
purposes
only.
Subject
to
change
HOW
IT
WORKS
Always
On
12
13. Regions Weather
NE,
SE,
SC,
CN,
EC
Relevant
condiFons
are
established
for
each
product
and
delivered
throughout
the
campaign
Auto
Homeowners
Renters
Condo
Owners
Farm
and
Ranch
Life
Health
Flood
Business
Events
NE,
SE,
SC,
CN,
EC
CN,
EC,
SE,
SC,
WC
E
First
snow,
Black
Ice,
Winter
driving
condiFons
Rain,
Flood,
Tornado,
Thunder,
Wind,
Hail,
Severe
Severe,
Hurricane,
Tornado
Flood,
Extreme
Cold
NE,
CN,
SC,
SE,
EC Rain,
Flood,
Tropical
N,
SE,
SC,
CN,
NE,
SE,
SC,
CN,
EC
NE,
SE,
SC,
CN,
EC
NE,
SE,
SC,
CN,
EC
Tornado,
Hail,
Thunder,
Wind,
Tropical
Rain,
Flood,
Tornado,
Thunder,
Wind,
Hail,
Severe
Rain,
Flood,
Tornado,
Thunder,
Wind,
Hail,
Severe
Rain,
Flood,
Tornado,
Thunder,
Wind,
Hail,
Severe
Rain,
Flood,
Tornado,
Thunder,
Wind,
Hail,
Severe
Always
OnOCTOBER
EXAMPLE
15. Prepare
(Seasonal),
Act
(Wx
Triggered)
&
Empower
(Severe
Wx
Triggered)
messaging
on
a
potenFal
day
in
July
Always
On
15
Prepare
(Seasonal)
Act
(Wx
Triggered)
Empower
(Severe
Wx
Triggered)
Mocks
for
illustraFve
purposes
only.
Subject
to
change
16. •
Always
On
CABLE
!
:15
or
:30
Commercial
Tag
2
(:05)-‐
Airs
AFTER
the
commercial
Tag
1
(:10)-‐
Airs
BEFORE
the
commercial
SEQUENCE:
:10
tag,
:15/:30
Commercial,
:05
tag
:05
Voiceover:
“Rain
expected
in
your
area.
Stay
tuned
for
safe
driving
7ps”
:05
Voiceover:
“Visit
StateFarm.com
for
more
7ps
on
how
to
Get
to
a
Be@er
State”
16
17. STATE
OF
THE
STORM
A
custom,
cross
pla`orm
experience
that
combines
live
severe
weather
coverage
and
user
generated
content
to
disFnguish
the
State
Farm
brand
and
help
consumers
plan,
prepare
and
take
acFon
in
the
face
of
the
storm.
18. State
of
the
Storm
CABLE
HOW
IT
WORKS
• TWC
&
State
Farm
will
create
4
seasonally
relevant
promericals
(Ex.
Hurricane,
Winter
Weather,
Tornado,
Severe)
• In
addiFon
to
the
two
pre-‐landfall
hurricane
packages,
State
Farm
will
receive
the
following
in
2013:
• 1
Hurricane
Landfall
Package
(6
airings
with
commercial
adjacency,
Billboard
&
LDL)
• 1
Hurricane
Post
Landfall
(15
airings
with
commercial
adjacency,
Billboard
&
LDL)
• 4
Severe
Weather/Storm
Packages
(8-‐15
airings
with
commercial
adjacency,
Billboard
&
LDL)
• Promercials
air
adjacent
to
live
severe
weather
coverage
and
include
a
custom
announcer
open
&
close
• Includes
branded
LDL
during
live
coverage
• Severe
Weather/Storm
events
will
be
dictated
by
a
meteorological
raFng
of
2.5
or
higher
(out
of
4)
on
TWC’s
NaFonal
Weather
Impact
Report
or
when
we
issue
a
name
for
a
Winter
Storm
• PotenFal
opportunity
to
film
promercial
inside
TWC’s
news
room
to
reinforce
State
Farm’s
experFse
in
keeping
consumers
safe
• Opportunity
to
leverage
promercial
in
media
creaFve
and
outside
TWC
For
discussion
purposes.
Subject
to
change.
If
severe
weather
does
not
occur,
the
units
will
be
re-‐expressed.
18
19. •
Tag
2
(:05)-‐
Airs
AFTER
the
commercial
Tag
1
(:05)-‐
Airs
adjacent
to
State
Farm
customized
Billboard
coming
out
of
live
programming
severe
weather
coverage
:05
Voiceover:
“State
of
the
Storm
update
for
Winter
Storm
Helen
is
brought
to
you
by
State
Farm”
:05
Voiceover:
“Visit
Statefarm.com
for
addi7onal
7ps
and
to
make
sure
you
are
protected”
State
of
the
Storm
CABLE
State
of
the
Storm
custom
promercials
posiFon
the
State
Farm
brand
as
a
severe
weather
authority
and
air
adjacent
to
live
coverage
for
maximum
impact
19For
discussion
purposes.
Subject
to
change.
:20
Custom
Vignele
20. State
of
the
Storm
DIGITAL
On
web
and
mobile,
high-‐impact
rich
media
units
are
triggered
by
severe
weather
and
can
showcase
State
Farm’s
promercials
20For
discussion
purposes.
Subject
to
change.
21. State
of
the
Storm
IWITNESS
REDESIGN
For
discussion
purposes.
Subject
to
change. 21
An
ownable,
social
experience
that
encourages
consumers
to
par<cipate
in
telling
the
weather
story
!
• Available
in
Q3
2013
!
• Creates
a
social
community
of
“Weather
Journalists”
and
enables
users
to
interact
!
• Enables
users
to
contribute
video,
photos
&
text-‐
based
informaFon
from
any
device
!
• Content
will
be
surfaced
on
all
TWC
pla`orms
to
encourage
discovery
!
• New
interacFve
map
feature
encourages
users
to
upload
video/images
of
current
weather
condiFons
to
be
displayed
on
map
Potential opportunities
!
• State of the Storm UGC photos
and/or videos featured across
platforms
• Co-branded units and on-air
mentions encouraging user
participation
For
discussion
purposes.
Subject
to
change.
22. Opportunity for discussion purposes, subject to change.
Mock for illustrative purposes.
NOTE: Image won’t be exposed until user
clicks on the Expand link
22
PROMOTED
TWEETS
All
Twiler
users
All
Screens
Markets
for
State
Farm
State
Farm
Target
Interests
Tweeted
severe
Weather
photo
@weatherchannel
can
tweet
severe
weather
images/photos
Promoted
by
State
Farm
HOW
IT
WORKS
On
10/29,
the
“Sandy
Superslams
East”
slideshow
received
nearly
120M
pageviews–
more
than
the
weather.com
homepage.
(TWC
Internal
ReporFng)
See When Sandy will hit the East Coast
@weatherchannel
PromotedbyStateFarm
3:14 PM – 28 Oct Details Flag media
Photo
Tweets
receive
4-‐5x
MORE
engagement
than
any
other
type
of
expandable
Tweets
on
Twiler
(video/
arFcles).
(Twiler)
State
of
the
Storm
23. •
MOBILE
HURICANE
CENTRAL
23
Insight:
Severe
weather
causes
power
outages
which
can
make
consumers
more
reliant
on
their
mobile
phones
for
life
saving
informaFon
!During
Hurricane
Sandy,
TWC
Mobile
&
Tablet
apps
hit
a
new
record
high
with
over
110
MILLION
page
views
in
a
single
day
(ComScore)
+Video/News
Content
Safety &
Preparedness
Interactive
Hurricane
Tracker
State
Farm
will
be
front
and
center
as
consumers
look
for
informa<on
on
how
to
prepare
and
stay
safe
as
the
hurricane
is
occurring
• Tropical cyclone information to keep you ahead of the storm
• Track the storm and its projected path, stay informed on watches and warnings, find
preparedness tips to stay safe
• Perspective from the tropical experts at The Weather Channel
• Video usage skyrockets the week leading up to a landfall and during landfall
PRODUCT CAPABILITIES
State
of
the
Storm
25. Leveraging our massive, cross-
platform scale and industry leading
location based targeting, we’ll
surround loyal consumers before,
during and after State Farm
sponsored events to build excitement
and increase consideration for State
Farm products and services
Hyperlocal
Celebrate
My
Drive
September
25
Na<onal
Teen
Driving
Safety
Week
October
MLB
April-‐October
NFL
September-‐January
NCAA
November
26. MOBILE
&
TABLET
On
the
day
of
the
event,
we’ll
target
users
within
a
predefined
radius
of
the
event
loca<on,
leveraging
geo-‐
fencing
and
zip
code
targe<ng
For
example,
ads
will
target
users
who
are
checking
the
weather
on
their
mobile
devices
within
75
miles
of
the
event
venue
!
WEB,
MOBILE
&
TABLET
Leading
up
to
and
on
the
day
of,
we’ll
geo-‐target
users
in
the
surrounding
DMAs
!
We’ll
also
leverage
behavioral
targe<ng
to
reach
audience
segments
such
as
Baseball
Enthusiasts
and
Sports
Buffs
Opportunity
for
discussion
purposes,
subject
to
change.
Mocks
for
illustraFve
purposes.
Hyperlocal
26
