• by David Goetzl  @dgoetzl, January 9, 2007

Like a good TV neighbor, State Farm is there--especially when it comes to Nickelodeon. Hoping to attract advertisers beyond food and toy markets, Nickelodeon--which targets the 2-to-11 set--is kicking off a multiplatform deal with State Farm.

The insurance giant, which is advertising on a kids' network for the first time, will run spots on the Nick Jr. preschool block on the Nickelodeon network, and will advertise on NickJr.com and in Nick Jr. Family Magazine.

In recent years, Nickelodeon has made an effort to pitch its multiplatform outlets as a venue for marketers to reach parents who may be watching with their children. The net has succeeded in the auto and hotel categories, among others. (The NickJr.com site Monday included banner ads plugging cell phones at Target.com and ParentsConnect, a Web site looking to offer advice on rearing kids.)

State Farm is also the first advertiser in the insurance category.

One aspect of State Farm's deal with Nickelodeon seems tailor-made for the reach-parents-through-kids tactic: The insurer will be a title sponsor of the "Go, Diego, Go Live! Tour," debuting in 50 markets this spring, where parents will no doubt accompany their kids in attendance.

State Farm's deal gives it a presence on all advertised Nick runs promoting the tour, from on-air spots to placements in local radio and newspapers.

"The "Go, Diego, Go Live! Tour" attracts thousands of families and provides strong brand exposure opportunities for State Farm," says Mark Gibson, assistant vice president of advertising at State Farm.