From ESPN.com
Review by Peter Brosnan in KIN 332 (section 2)
This article focused mainly on Aaron Rodgers and his role as a spokesperson for State Farm Insurance. Everyone has seen the commercials and nearly everybody knows about Rodgers’ signature touchdown celebration, but what does it all mean? ‘Discount Double Check’ actually refers to a program where State Farm gives discounts to customers for various reasons such as safe driving and combining home and auto insurance. Whether or not people know what this term actually means, the important thing is that people are talking about it. Social media tracking company Bluefin Labs said that there were 6,400 comments about the ‘Discount Double Check’ during and three hours after the Sunday Night Football game between the Packers and Texans. This was due to Rodgers, as well as some taunting opponents, performing his famous touchdown dance numerous times, but most importantly it was due to the fact that almost everyone has seen these commercials.
State Farm succeeded in their initial goal, which is to get people to see their commercials and get everyone talking about it. However, what I believe they need to do next is to explain what in the world the ‘Discount Double Check’ actually is! I believe there is no point in advertising a product or program when it is not even understood by the consumers. I tried to search online for what purpose the ‘DDC’ actually serves its’ customers, and all I found were articles about Rodgers and video clips for the commercials. Rodgers is a great spokesperson; intelligent, funny, talented, exciting, etc. However, there comes a point when State Farm needs to stop going for entertainment value and instead explain how they have a step up on their competition. Don’t get me wrong, the first step in their marketing plan has succeeded immensely, but before long most people are going to start getting sick of the same commercial over and over again.
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