PowerReviews Insider

by Darby Williams, VP Marketing

A New York surprise.  I’m in New York visiting PowerReviews clients and partners.  A great trip on its own.  It also happens to be the wrap-up of the World Series, and I find myself in Time Square, a half block from Virgil’s BBQ where I had just eaten (a whole other story).  To my surprise, I find a long line of people (naturally) waiting to sign a 50 foot “graffiti” wall and have their picture taken in front of it.  Besides a huge World Series emblem, there’s a State Farm logo on it… which explained most of what was happening.  Being a big Yankees fan, and an even bigger Social Media marketing fan, I promptly jumped in line (or as New Yorkers call it “on line”).  As I was waiting for my turn “at bat”, I mentally listed the marketing levers that State Farm might be using… a photo to share with friends, an easy posting to my Facebook home page, a posting to State Farm’s fan page, talking about my experiences as a State Farm customer (if I was one), or my frustrations with my existing insurance provider. 

Reaching the front of the line, the social coordinator handed me a red card with some numbers on it to retrieve the picture online, pointed me to the wall and booted me over to the wall for my NY photo opp. 

I actually did strike an “at bat” pose (surprising the crowd for some reason), then picked up a World Series/State Farm towel, and went about my way.  A fun, and definitely engaging experience.  I thought about State Farm for the first time in years, appreciated all the time and money they spent to do something nice for people, and enjoyed connecting with the people in line and the promotion coordinators.

When I went to retrieve my photo, the experience wasn’t quite as rewarding.  The questions they asked me were fine – good research for State Farm and it made me feel “involved” with State Farm (they asked for my opinion).

The one big flaw in the experience for me – the consumer – was that the picture I retrieved was of the woman just ahead of me in line (and she wasn’t striking an “at bat” pose).  And I’m not a woman.  Details.

But after an email to Eshots.com, the company that hosted the pictures, mentioning the pose (and that I’m writing a blog about it), they quickly found the right photo and sent it to me.

Altogether, it was a good experience, and it caused me (and probably hundreds more) to blog and tweet about it.  They didn’t ask for my experiences, or ask for my permission to post on their fan page, but they did get me involved.  They even asked me  if I’d like to speak with an agent and get an insurance quote. I don’t know what the cost of the program was, but I do think it’s a clever use of social media and social commerce.  One which I’m sure will get better with all the social feedback they’re probably getting right now.

Congratulations, State Farm.  And congratulations YANKEES!!