• September 24, 2009

State Farm is running a new integrated campaign supporting the company's sponsorship of "More Than a Game" the Lionsgate documentary premiering on Oct. 2 about basketball player Lebron James and four of his high school friends' teammates.

The effort includes a new commercial, "Memories," to air on TV, online and in theaters nationwide. Fans will also be able to view behind-the-scenes documentary footage via www.statefarm.com/lebron starting this week.

The ad will also be in select movie theaters during National CineMedia's pre-feature program. While individual State Farm agents and zones have used cinema advertising effectively on a local basis, the Memories campaign marks the first time that the company has used the medium nationally, per the company. --Karl Greenberg