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How State Farm changed its ad campaign for ESPN's Michael Jordan doc - Business Insider

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The coronavirus ground $10 billion in sports advertising to a halt. Here's how State Farm pulled a campaign for ESPN's high-stakes 'The Last Dance' together in a few weeks.

State Farm used face-mapping technology to alter Mayne. State Farm also replaced an event with digital ads, podcast sponsorships, and an after-show about the documentary.State Farm was gearing up to sponsor the National Collegiate Athletic Association's March Madness tournament when the coronavirus hit the US, leading the NCAA to cancel the event.

With no live sports, State Farm was set to advertise in ESPN's buzzy documentary about Michael Jordan called "The Last Dance." Facebook and Reese's Peanut Butter Cups also signed on to sponsor the doc. State Farm ran a 30-second ad during "The Last Dance" on April 19 that twisted archived footage of ESPN anchor Kenny Mayne reporting on the Chicago Bull's third straight championship in 1998 into a promo for the documentary.Morris added that State Farm's ad budget has been delayed this year and that it plans to run ads in NBA games when the season resumes.Originally, State Farm planned a red carpet-like live event to premiere the documentary.

The plan was to show ESPN's Kenny Mayne, a longtime "Sportscenter" anchor for ESPN, sitting at his desk and in Chicago to show he was "a part of that time but is still part of the ESPN family now," said Julia Farber, group director at Translation, State Farm's creative agency.

 

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