Allstate invites college hoops fans to join the ‘Jeer Team’ and socially spread March Mayhem across the NCAA men’s Division One basketball championship.
Allstate, the Official Corporate Partner of NCAA March Madness and the Final Four, has brought back its infamous ‘Mayhem’ pitchman backed by a team of ‘Jeer-leaders’ to socially sling hoops insults and cause #MarchMayhem.
Fronted by its well known spokes-character ‘Mayhem’, played by actor Dean Winters since the campaign began in 2010, the NCAA sponsor’s social campaign primarily revolves around Facebook, Twitter and Tumbrl.
The campaign concept is built around the idea that there is only thing college hoops fans love more than cheering on their favourite university basketball team during March Madness – trash-talking the team your friends are rooting for.
Allstate’s new social campaign aims to help riled-up fans do just that and ‘help transform March Madness to March Mayhem’ through shareable video content leveraging the often unpredictable college basketball tournament.
Released through the course of the tournament, these shareable videos feature ‘Mayhem’ and the ‘Jeer-leaders’ offering a series of choreographed taunts and insults that range from bragging about a win to criticizing someone’s poor bracket picks
Having better luck than your buddies? Remind them with this. #MarchMayhem pic.twitter.com/PQEhrsEIJj
— Mayhem (@Mayhem) March 16, 2017
‘Mr Mayhem’ features in an evolving series of tournament related social content pieces,
Looks like the bottom just fell out of your bracket. #MarchMayhem pic.twitter.com/uN0qqRrjkn
— Mayhem (@Mayhem) March 18, 2017
as does the supporting ‘Jeer Team’.
Do you need it spelled out for you? #MarchMayhem pic.twitter.com/DPc5KtgtVX
— Mayhem (@Mayhem) March 18, 2017
Hoops fans and customers are being encouraged to share the videos across Twitter and Facebook as brackets are broken by unexpected wins.
Looks like the bottom just fell out of your bracket. #MarchMayhem pic.twitter.com/uN0qqRrjkn
— Mayhem (@Mayhem) March 18, 2017
Basketball supporters are also being encouraged to send unconventional ‘cheer’ message cards and videos via a Tumblr site at MayhemSmackTalk.com.
The social campaign, developed with agency Leo Burnett Chicago, links to,
It’s #MarchMayhem and somebody made a thing that’ll supposedly help you pick a better bracket. Check it out. https://t.co/uDwjepYIAp pic.twitter.com/SkhgONMfor
— Mayhem (@Mayhem) March 13, 2017
and aligns with All-State’s general NCAA March Madness activation strand which includes a bracket predictor microsite created in partnership with ESPN’s Dick Vitale.
Hubbed around a bespoke microsite at https://allstatemarchmayhem.stats.com and offering tools and tips via a promotional push across multiple platforms.
It's #MarchMayhem, baby! Check out the @Allstate Bracket Predictor to make sure your bracket is a PTPer! #ad https://t.co/WhY4KBD52E pic.twitter.com/6YwD7SB3Oq
— Dick Vitale (@DickieV) March 13, 2017
Get your bracket ready for #MarchMayhem by checking out our Bracket Predictor tool: https://t.co/f1ZXc9pcsZ
— Allstate (@Allstate) March 13, 2017
#MarchMayhem is back! Help prevent a bracket bust with our Bracket Predictor tool: https://t.co/tOF3IUf7o4 pic.twitter.com/ov606aJFT8
— Allstate (@Allstate) March 13, 2017
Activative Comment:
The sponsorship activation dovetails neatly with the company’s umbrella ‘Mayhem’ themed marketing approach – as illustrated by its integrated Allstate Mayhem campaign that spans digital (http://www.allstateonline.com/lp/mayhem?cid=DML-Mayhem-150315&_ga=1.79213780.1959596097.1490027710) and the current series of TV commercials.
Links:
All State
http://mayhemsmacktalk.tumblr.com/
https://www.facebook.com/mayhemhere
https://www.youtube.com/Allstate
https://www.facebook.com/Allstate
https://uk.pinterest.com/allstate/
https://www.instagram.com/allstate/
Leo Burnett Chicago
NCAA
http://www.ncaa.com/march-madness
