In addition to serving as a primary sponsor for the NBC series, State Farm’s programming and marketing deal for "Nashville Star" adds its role as the presenting sponsor for a special "Hometown Concert" episode airing 7/21, that features each of the final four contestants performing a special concert for friends and family in their various hometowns. The concert will tie in to State Farm’s current "I’m There" marketing campaign.
State Farm’s exclusive sponsorship for the "Hometown Concert" ties in with the company’s current "I’m There" marketing campaign, which targets consumers who are at the intersections of important life events. The "Hometown Concert" episode is the ideal platform and program to market the "I’m There" message, as each contestant is facing a significant personal and professional crossroad as they approach the finals of the "Nashville Star" competition.
The concerts will incorporate the "red dot" brand featured in State Farm’s current advertising campaigns and also feature State Farm executives who will help introduce each performance. All money raised from the concerts will be donated to the public school district in each of the four finalists’ home communities. State Farm will also donate $10,000 to each of the school districts, assisting their efforts encouraging kids to stay in school and decreasing the number of high school dropouts. OMD handled planning and buying for State Farm.