LibraryNowOriginsOddsMechanicsMCP

Kinds

Campaign380Product91Food & drink27App & software56Film24Series24Music60Game115Book22Creator moment54Meme & format109Trend & aesthetic38Activity58Moment89
PricingPrivacyTermsRefundsPress
Library/Campaign/Jake and the Kelces
Grade B20 sourcesHIS-00607

Jake and the Kelces

Campaign · 2023 · Notable

53Editable slideCertificate

State Farm reported 2.5 billion impressions for Jake’s staged outing with Donna Kelce.

Jake from State Farm

@JakeStateFarm · Oct 1, 2023

In my red era with Mama MaAuto

23.2K103
Original · State Farm / Maximum Effort / TMA

Travis Kelce

@tkelce · Sep 19, 2023

#ad I’ll take “best bundle in the league” all day 💪but @jakefromstatefarm is still gonna need to sell me on Maauto…

4.3K1.2K
Post · @tkelce on X

Jason Kelce

@JasonKelce · Oct 1, 2023

I also have a superstar in my corner. @JakeStateFarm

79.3K698
Post · @JasonKelce on X

Ryan Reynolds

@VancityReynolds · Oct 1, 2023

Donna Kelce FTW

Jason Kelce@JasonKelce

I also have a superstar in my corner. @JakeStateFarm

82.2K480
Post · @VancityReynolds on X

Jake from State Farm

@JakeStateFarm · Oct 1, 2023

Seemingly, they were out of ranch 😤

10.2K57
Post · @JakeStateFarm on X

Jake from State Farm

@JakeStateFarm · Oct 1, 2023

We will not be discussing @JasonKelce’s Personal Price Plan. He did make me a great friendship bracelet tho!

8.9K47
Post · @JakeStateFarm on X
In my red era with Mama MaAuto
@JakeStateFarm on X
#ad I’ll take “best bundle in the league” all day 💪but @jakefromstatefarm is still gonna need to sell me on Maauto…
@tkelce on X
Jake from State Farm with Donna Kelce and Jason Kelce
The Hollywood Reporter
I also have a superstar in my corner. @JakeStateFarm
@JasonKelce on X
We will not be discussing @JasonKelce’s Personal Price Plan. He did make me a great friendship bracelet tho!
@JakeStateFarm on X
#goodneighbor #statefarm #shortyawards #marketingandadvertising #thoughtleadership #brandstrategy #mediastrategy #innovation #statefarm #ourstatefarm #likeagoodneighbor #awards | Alyson Griffin | 31…
Alyson Griffin / LinkedIn
One million neighbors…and counting
State Farm
Jake from State Farm sits with Travis Kelce mom and cites Taylor Swift
NBC New York / E! News
Morning Brew Logo
Marketing Brew

Spread Score

How it works
Reach60Contagion35Breadth30Velocity100Longevity4553

Numbers

Social impressions, October brand update
2.6B
As of Oct 18, 2023 · Self-reported · Marketing Dive
Peak date
Week of Oct 1, 2023
Oct 1 ’23 to Week of Oct 1, 2023
Platforms
5
Started on X
Origin
Stunt
Finance

Mechanics

  • NewsjackingPrimary
  • Mascot persona
  • Real-world spectacle
  • Platform jump
  • Press loop

How it spread

Trace the origin

State Farm placed Jake beside Donna Kelce at an Eagles game and staged social posts copying Swift’s NFL appearances. Fox showed it and NBC replayed it. Reddit users discussed the pairing. The brand later reported 2.5 billion impressions and 260,000 engagements.

Dates use the stated precision; chart positions are date anchors.

Google searchesSep ’23OctNovDecFeb ’24AprJunPeakXTVOpen webRedditPress
XTVOpen webRedditPress

13 more events on this chart

Join free to see them

Timeline (16)

  1. September 2023

    Travis Kelce precursor · Sep 19 ’23

    Travis Kelce posted a paid MaAuto ad with Patrick Mahomes and Jake from State Farm.[1]

    #ad I’ll take “best bundle in the league” all day 💪but @jakefromstatefarm is still gonna need to sell me on Maauto…
    Open the first post ↗

  2. Taylor Swift and Donna Kelce precursor · Sep 24 ’23

    Swift watched the Chiefs with Donna Kelce, creating the scene the State Farm stunt later copied.[2][14]

    Jake from State Farm with Donna Kelce and Jason Kelce

  3. Maximum Effort precursor · Sep 29 ’23

    Maximum Effort pitched State Farm the idea of placing Jake next to Donna Kelce at the Eagles game.[2][3][14]

Origin
Stunt
Sector
Finance
Region
US
Social impressions, October brand update
2.6B
As of Oct 18, 2023 · Self-reported · Marketing Dive
Evidence
Grade B

Spread the same way

Husqvarna: DOOM Mowers

YouTube · 2023

53
HUSQVARNA x DOOM

3.8B impressions

LEGO Technic McLaren P1: The Ultimate Challenge

YouTube · 2024

53
The Ultimate Challenge with Lando Norris | LEGO Technic

15B impressions

Emirates Burj Khalifa A380 flypast

YouTube · 2022

48
See you at Dubai Expo | Emirates

17.5M views

Penguins International: Protest March of the Penguins

YouTube · 2025

47
PROTEST MARCH OF THE PENGUINS

1.1B impressions

New cases, every week

How the next thing spread, the week it does.

See every timeline

Free account, every case's full spread.

Join free
Log inJoin free
Google searchesSep ’23OctNovDecFeb ’24AprJunPeakXTVOpen webRedditPress
XTVOpen webRedditPress

13 more events on this chart

Join free to see them

  1. September 2023

    Travis Kelce precursor · Sep 19 ’23

    Travis Kelce posted a paid MaAuto ad with Patrick Mahomes and Jake from State Farm.[1]

    #ad I’ll take “best bundle in the league” all day 💪but @jakefromstatefarm is still gonna need to sell me on Maauto…
    Open the first post ↗

  2. Taylor Swift and Donna Kelce precursor · Sep 24 ’23

    Swift watched the Chiefs with Donna Kelce, creating the scene the State Farm stunt later copied.[2][14]

    Jake from State Farm with Donna Kelce and Jason Kelce

  3. Maximum Effort precursor · Sep 29 ’23

    Maximum Effort pitched State Farm the idea of placing Jake next to Donna Kelce at the Eagles game.[2][3][14]

  1. precursor · Sep 30 ’23

  2. seed · Oct 1 ’23

Join free to see the other 13 events and the full chart. Free, on every case.

Join free

Why it worked

Do this

  1. 1
  2. 2
  3. 3

Pro opens the playbook, all 15 sourced numbers and 20 sources. Start with a free account.

Join freeGo Pro