February 9th, 2011
State Farm Launches Branded Challenges in Car Town Game
National insurer State Farm Insurance is capitalizing on the popularity of games within social networks with a months-long campaign that will give players in-game rewards for safe virtual driving. Car Town, built by Cie Games, lets registered players collect and customize virtual cars, build their dream garages, and help their friends to do the same. Launched on the Facebook platform last July, it currently has a reported 7.2 million active users.
State Farm felt taking part in Car Town was an important step in introducing itself to an audience of young new and soon-to-be drivers, many of whom are not reachable by broadcast messaging. For its part, Car Town is using the State Farm challenges to introduce another new feature that should heighten the viral spread of the game.