3 Reasons Allstate’s #MayhemSale Stole the Show…Literally
January 8, 2015 Leave a comment
If you tuned into the Sugar Bowl on New Year’s Day, chances are you also quickly opened your laptop to plunder Matt and Shannon’s house as a part of Allstate’s brilliant #MayhemSale campaign.
Just in case you missed it, here’s an overview: in order to raise awareness for the new Project Aware Share, Allstate staged a faux burglary by their Mayhem character of a real couple’s house (who found out the couple wasn’t home from all their posts on social media). Once inside, Mayhem put a sale price on each item and liquidated them one-by-one on the #MayhemSale website for a fraction of what they were worth.
Allstate’s #MayhemSale was one of the most brilliant marketing efforts in years. Here are three reasons it stole the show…literally:
- It was effective
The campaign caused a frenzy on social media, distracting many viewers from watching the actual game: the @Mayhem Twitter account jumped from around 50,000 followers to over 82,000 followers in a matter of hours and the Mayhem Facebook page had over 20 million impressions. The sale website itself had over 18 million hits during the game, causing it to crash multiple times and making it almost impossible to use even when it was up.
Not only did the campaign get people talking, but it drove them to action on two levels. First, the in-game QVC-style ads prompted people to visit the website and follow along on Twitter to find out when the “big” items would be sold. This is the short-term engagement Allstate hoped for. Second, it encouraged people to reexamine how much they share on social media, especially in regards to their location. According to a stat shared in one of the ads, 78% of ex-burglars admitted to using social media to find targets. This accounted for part of the $16 billion a year that is lost in property-related crimes. This is the long-term action that Allstate wants its audience to take (and what their Project Aware Share is designed to assist with).
- It was relatable
The premise of the #MayhemSale is something that the majority of the audience (especially given that it was a major college bowl game) could relate to. We, or someone we know, have been guilty of posting about an upcoming vacation, the new goodies we got for Christmas, or checking in at every place we visit during the day. With so many people using social media to share their experiences today, it is easy for those with criminal motives to see what you have around your house (in the background of that selfie you posted on Instagram), find out when you aren’t home and how long you’ll probably be gone (thanks to that checkin at the movie theater on Facebook), and make their move. In addition to promoting Project Aware Share, Allstate was indirectly promoting the other types of insurance that it offers with the unspoken message: “Just in case you do slip up and post a picture of you and your wife at the Sugar Bowl and your house gets broken into, we can help with that too.”
- It was “on brand”
Finally, the whole campaign, from the TV ads to the social media message to the website problems, fit together seamlessly. Throughout the game, many were complaining about how poorly the website was holding up, but what do you expect from a web store allegedly put together quickly by a burglar named Mayhem in a rush to sell the goods and get away? Even the difficulty of the checkout experience was, well, mayhem.
All of us can learn to be better communicators from this fun campaign from Allstate. Whether you are branding yourself, a small non-profit, or a major corporation, these three characteristics, coupled with a healthy dose of creativity, drastically increase your chances of successfully driving people to action and stealing the show for yourself.
Learn It. Love It. Live It.