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Category
Consumer - Branded Social Campaign / Branded Social Campaign
Annual ID
SM16031M
About the Work
College football fans love to talk trash to their rivals on Twitter. Allstate’s spokesvillan Mayhem took advantage of this behavior to create brand engagements and gain followers. By starting a hashtag game, he pitted competing fanbases against each other. Whichever team could hashtag harder got to watch Mayhem destroy an item that belonged to the other team. The campaign culminated with the SEC Championship in a live event in which fans could Tweet to shred their rival’s tailgating gear, including their car, in real-time with the help of two hashtag-powered conveyer belts that dropped into a 85-ton industrial shredder.
2016 Awards
Total Points: 5
Merit
Credits
Agency
Leo Burnett / Chicago
Production Company
Tool / Los Angeles
Motion Theory / Los Angeles
Art Director
Derek Heinze
Chris Walker
Chief Creative Officer
Mark Tutssel
Creative Director
Mikal Pittman
Britt Nolan
Director
Tom Routson
Adam Sadowsky
Executive Creative Director
Charley Wickman
Writer
Ben Doessel
Alan Shen
Agency Producer
Veronica Puc
David Moore
Rock Darlington
Leah Karabenick
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