ANA Winners Series: Infinity Marketing Team's Chad Tons

How are top marketers pushing boundaries and rewriting the rules of engagement? 

In the rapidly evolving world of marketing, bold ideas and brave execution are what separate the memorable from the forgettable. As we gear up for the 2026 ANA REGGIE Brand Catalyst Awards, we’re taking a moment to celebrate the campaigns that didn’t just win trophies — they sparked conversations, shifted culture, and redefined what brand bravery looks like.

This special Q+A series shines a light on select winners from the 2025 ANA Awards, offering a behind-the-scenes look at the creative risks, strategic pivots, and unexpected moments that made their work stand out.

In this segment, ​Denise McDevitt, SVP of award programs at ANA connects with Chad Tons, CEO of Infinity Marketing Team, shares how his team brought the 'Good Neighbour' ethos to life in pixels, partnered with influencers to amplify impact, and built a gaming experience that felt anything but expected for their State Farm 'Jake’s Jingle Quest' work.

Q> What inspired the idea to turn State Farm’s iconic jingle into a full-fledged gaming experience?

Chad> State Farm was looking for a way to bring their jingle back to the forefront in new and innovative ways. As we considered how to gamify it, we realised that the iconic nine-note sequence was a perfect fit for the classic arcade music style. We thought: “Why not centre the jingle into a game itself?” From there, we built a simple but engaging narrative where Jake from State Farm saved the day by collecting the jingle notes, resulting in the full composition bringing the neighbourhood together.

Q> Gaming activations from insurance brands aren’t exactly common. What was the biggest challenge in making this feel authentic and exciting to gen Z and millennial gamers?

Chad> The challenge is keeping State Farm at the heart without overwhelming players with insurance messaging. Rather than focusing on policies, we leaned into the brand’s Good Neighbor ethos, (literally) by setting the game on a classic suburban street. The result: an unmistakably State Farm experience that feels fun, nostalgic, and player-first, inviting audiences to immerse themselves in the neighbourhood while continually engaging with one of State Farm’s best assets, the jingle. 

Q> The campaign blended digital and physical worlds seamlessly. How did you approach the dual strategy of at-home gameplay and live influencer events like TwitchCon and VidCon?

Chad> Events create powerful face-to-face connections, but reach is limited to who can attend in person. To expand impact, we designed the experience to live both onsite and at home. At TwitchCon, the community and the brand are constantly livestreaming the experience. Rather than exclude people at home, we invited them to join in by playing along remotely. With shared leader boards and prizes spanning both audiences, players had ongoing reasons to compete, return, and stay engaged.

Q> With over 500 million impressions and a 70 percent opt-in rate, the results were staggering. What tactics or creative decisions do you credit most for that success?

Chad> Building a fun, authentic game that was simple enough for anyone to play, regardless of age and skill level.

Giving it a compelling story and lovable hero set in a nostalgic, side-scrolling pixel world.

Making it accessible to anyone, anywhere.

Designing an experiential space that was convention-agnostic, able to seamlessly integrate into any event. 

Leveraging influencer partnerships to amplify the message and promote gameplay to their built-in audiences. 

Q> How did you select and collaborate with influencers to amplify the campaign and what role did they play in shaping the experience?

Chad> Our influencer partnerships tapped into trusted creators with built-in communities that align with State Farm’s target audiences. By meeting people where they are, through voices they trust and content they enjoy, we drove authentic engagement and shared value.

Q> The campaign clearly resonated with gamers. What did you learn about this audience that will shape how you approach future immersive marketing efforts?

Chad> Notable brand assets can be your most powerful tool if you leverage them in simple, authentic ways. 

Gamers are looking for good games first. If the experience is fun, authentic, and well-considered, they’ll embrace it. 

Q> What was the most memorable moment for your team during the execution of Jake’s Jingle Quest?

Chad> The most memorable moment was seeing the first activation come to life in person, and watching guests return again and again to beat their high scores.

One highlight: An unpaid streamer waited in line to play, then later told their audience how impressed they were that the game didn’t feel like just an advertisement. That moment proved our strategy was working and that we had truly connected with our audience. 

Q> Looking ahead, what advice would you give to fellow marketing teams trying to build meaningful brand experiences in gaming and extended reality spaces?

Chad> Reach your target audience in ways that they will find authentic, meaningful, and fun.

Put the player experience first and weave the brand naturally.
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The ANA REGGIE Brand Catalyst Awards honour the ideas, strategies, and activations that move brands - and the industry - forward. Evolving from the historic REGGIE Awards established in 1983, the program recognises work that catalyses growth across four dimensions of brand impact: Brand Belief, Brand Equity, Brand Activation, and Brand Measurement. Celebrating creativity, data, and purpose working in harmony to drive measurable business outcomes, the REGGIE Brand Catalyst Awards reflect the ANA’s mission to power the marketing agenda and champion work that drives meaningful brand and business growth.

The final deadline to submit work into the 2026 REGGIE Brand Catalyst Awards is February 27th, 2026.

The REGGIE Brand Catalyst Awards Gala and celebration of the best brand marketing will take place at a special evening dinner event on May 19th, 2026, at the 2026 ANA Brand Masters Conference, in Los Angeles, CA.  Awards will be presented to top brands and agencies for the top brand marketing campaigns of 2025 across 30 different categories.

The event culminates with the Best in Show Award announcement, honouring the overall top campaign of the competition chosen from the Category Grand Prize winners. 

To view the full portfolio of ANA Awards, visit here.