MUSE Gold

2022

State Farm x Peacock's Saved By The Bell S2

Entrant Company

NBCUniversal

Category

Integrated Marketing - Integrated Marketing Campaign

Client's Name

Peacock

Country / Region

United States

Like a good neighbor – or a good boyfriend – State Farm is there for you, with agents that you can count on 24/7 to make you feel protected. With Season 2 of Peacock’s hit comedy Original, Saved by the Bell, State Farm had the perfect platform to share that message in a culturally relevant way, connecting organically with the cross cultural Millennial target audience that’s been drawn into the nostalgia of the reboot.





In a unique integration that brought State Farm directly into the world of the iconic Bayside High, State Farm was integrated within a storyline surrounding Lexi (Josie Totah) and Jamie Spano’s (Belmont Cameli) relationship. Emotions are running high at Bayside as the students prepare for the Spirit competition they’ve been working towards all season, and early in the episode, we’ll see Lexi and Jamie trade emotional declarations of love.





Later in the episode comes the big reveal, when Jamie sees a commercial that Lexi – established on the show as a popular influencer – has shot for State Farm, and realizes that Lexi had actually just recycled her declaration of love from her commercial! After hearing Lexi use the same exact language with the State Farm agent in the commercial, Jamie questions whether her feelings for him are real.





The integration was a perfect fit within the Season 2 finale episode, not only adding dramatic stakes to Lexi’s and Jamie’s relationship, but also creating a unique opportunity for State Farm to deliver direct brand message to viewers, with their faux in-show commercial with Lexi.





In addition to the integration, Peacock and State Farm created a custom Solo Ad targeted towards the series, treating Saved by the Bell fans to a more contextual, limited commercial viewing experience.

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