Nov 04, 2012 at 03:19 PM
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A Smart Sponsorship In Sandy's Aftermath

When Gawker went down during the middle of Hurricane Sandy, State Farm sponsored its make-shift replacement on Tumblr. In exchange for helping get the site back up and running, the insurance giant prominently added the tag line "Backup Site Covered By State Farm" alongside information on how to file an insurance claim from the storm. The deal was quickly assembled by OMD Chicago and the Gawker ad team earlier this week in the storm's aftermath.

"A campaign like this is capturing the moment, and capturing attention," Founder Nick Denton told Ad Age. "It works on a media level and a reputation level."