Now what? A question and an answer for the Youth market who thought State Farm was only for their parents. An integrated advertising campaign directed them to an interactive website, nowwhat.com, that was both informative and entertaining. A place where they could download music, send disaster IM’s to their friends and get familiar with the brand and provide answers to their insurance questions. The results were a staggering 17% increase in auto policies and 16% increase in renters policies. A 22% overall brand awareness.