Allstate Mayhem Tweet Off

Allstate was looking for a way to leverage the passionate rivalry of college football students and alum to engage in a meaningful way and maximize their NCAA sponsorship. In a first-to-market partnership with Twitter, we leveraged a new twitter poll functionality to allow fans to vote via Twitter to vote to cause Mayhem to their rival team's logo. We developed a social-first content series leveraging the iconic Mayhem character and worked closely with the NCAA to properly leverage the top team's IP. It culminated at the end of the season in the SEC Championship game. With the help of two large conveyor belts and a 15-ton industrial shredder, Mayhem let fans use their tweets to crush their rivals tailgate party in real-time, during their tailgate party before the game.
My role in this fun project was working directly with Twitter to ensure leveraging the new functionality correctly, convincing the client to try something new and also working directly with the sports properties to ensure comfort level with leveraging the teams logos in a fun (but also "mayhemic") way.
Results:
2.7 Million Social Engagements
22.7 Million Impressions
One Show Award Shortlist