Allstate Brings Mayhem to Twitter
Fans provided opportunity to interact with Mayhem through expanded social presence
For the past three years, Allstate’s Mayhem has been illustrating the vulnerabilities that come with not having the right protection through various marketing channels such as TV, Radio, and Facebook. Starting today, Allstate will be dropping Mayhem all over Twitter via @Mayhem and the company promises #ThisWillBeMayhem.
The new @Mayhem Twitter handle will provide devoted followers the opportunity to engage with Mayhem in a new way. Mayhem will also begin appearing on Vine and Instagram with extended content (videos and photos) that will work in conjunction with the company’s current Facebook and YouTube programs.
“The instantaneous every day, every minute nature of Twitter is perfect for Mayhem,” says Lisa Cochrane, senior vice president, Allstate Integrated Marketing Communications. “Mayhem, like Twitter, is everywhere all the time, and Allstate’s use of @Mayhem is a constant reminder that the good hands of Allstate can protect you from the uncertainties of life.”
Starting Sept. 30, on the @Mayhem Twitter handle, Mayhem will start deliberating which persona he’ll take on in the campaign’s new college football spot. And, only his followers can help him decide which commercial will air on Saturday, Oct. 5, during college football programming.
Activated by long-time ad agency partner, Leo Burnett, @Mayhem will have scripted story lines that take place over several days. Built on spontaneous appearances, @Mayhem will provide opportunities for fans to interact as the stories unfold. @Mayhem will capitalize on real-time events, both planned and unplanned, by live tweeting to fans during unexpected moments.
“In 2010, we had no idea where social was headed. But we did know we had an idea that could be expressed across channels,” said Susan Credle, chief creative officer, Leo Burnett. “Mayhem is social by design. We have been careful to make sure we understand the voice of the character and how that voice works with the brand. Facebook was a terrific platform to find that voice. And now we feel confident about embracing the open platform of Twitter. @Mayhem is another way for Allstate, in an entertaining way, to educate people about how to make sure they are protected from life’s uncertainties.”
With more than 1.6 million Facebook fans, Mayhem’s been known to take credit for “accidentally shutting off the lights during the Super Bowl,” being the “meeting after the meeting,” and even being the cable guy that arrives between “9 am and Friday.” Cochrane adds that, “Given the real-time nature of Twitter, this platform naturally lends itself to real mayhem which may or may not have been created by @Mayhem.”
The Allstate Corporation (NYSE: ALL) is the nation’s largest publicly held personal lines insurer, serving approximately 16 million households through its Allstate, Encompass, Esurance and Answer Financial brand names and Allstate Financial business segment. Allstate branded insurance products (auto, home, life and retirement) and services are offered through Allstate agencies, independent agencies, and Allstate exclusive financial representatives, as well as via www.allstate.com, www.allstate.com/financial and 1-800 Allstate®, and are widely known through the slogan “You’re In Good Hands With Allstate®.” As part of Allstate’s commitment to strengthen local communities, The Allstate Foundation, Allstate employees, agency owners and the corporation provided $29 million in 2012 to thousands of nonprofit organizations and important causes across the United States.
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