• May 21, 2009

Insurance company State Farm will promote its designated driver program for Live Nation concertgoers with increased messaging on the promoter's Web site and exclusive sponsorship of venue driving directions. As part of its four-year partnership with Live Nation, State Farm will provide complimentary soft drinks to concert attendees who acknowledge they're designated drivers.

Additionally, the insurance company will sponsor two of Live Nation's tours -- No Doubt and Blink 182 -- which will include on-site promotions at tour stops across the country. "Live Nation's platform is ideal for getting our brand and offerings in front of the millions of music fans who attend Live Nation shows each year," said Mark Gibson, State Farm assistant vice president of advertising, in a statement. "The expanded programs will help build even build even greater loyalty and drive more customers from a diverse mix of demographics that live music events draw."--Aaron Baar