Khaby Lame from TikTok, meet Jake from State Farm.
The two screen icons — one from social media and the other from TV commercials — have teamed up to launch the #StateFarmStadium challenge. The contest shares its name with the stadium that will host Super Bowl LVII on February 12.
To compete in the challenge, entrants must guess how many times State Farm Stadium will be mentioned during FOX’s Super Bowl broadcast. One winner will get the chance to meet Lame and will appear in one of his TikToks.
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Both of the #StateFarmStadium headliners have used their accounts to promote the challenge. Lame introduced the guessing game with a video, while Jake offered a 15-second snippet of his training routine. To be eligible for the grand prize, #StateFarmStadium entrants must respond to Lame’s video while also following Jake on TikTok.
@khaby.lame Win a chance to be in a TikTok with me! All you have to do is 1) guess how many times “State Farm Stadium” could be mentioned during the Big Game in the comments below and 2) follow @jakefromstatefarm to find out who wins! #statefarmstadiumchallenge Rules: st8.fm/bgrules #Ad ♬ original sound – Khabane lame
Lame, who makes an estimated $400,000 per sponsored post, has been seen over the past year on some of the biggest TV broadcasts in the world. Ahead of the 2022 Oscars, the most-subscribed TikToker served as the spokesperson for Pepsi’s nitrogen-infused cola. Now, he’s stepping up to the Super Bowl. Though the football on display won’t be the sport that dominates Lame’s home country, the NFL championship is an opportunity for the Italian star to hone his advertising chops.
State Farm tapped Lame as part of a TikTok-centric approach to the Big Game. Since the insurance company owns the naming rights to the Arizona Cardinals’ stadium, it has a unique marketing opportunity this Super Bowl season — and it is seizing that opportunity with a unique approach. It will eschew its usual Super Bowl commercial, choosing instead to work with some of TikTok’s top stars. Beyond Lame, State Farm’s creator partners include Spencer X, Michael Le, and McKenzi Brooke.
The #StateFarmStadium challenge will be open until 6:30 PM ET on February 12. If you plan to enter, be sure to read the rules first.