Allstate: #SendBadLuck
Agency: Leo Burnett
Objectives
With this campaign Allstate wanted to create a meaningful social experience during the World Cup to leverage fan passion for soccer and increase brand affinity. Specifically, the brand had the following objectives:
Communication: Generate awareness and increase affinity for the brand
Marketing: Drive social engagement
Commercial: Deliver solid business results (quotes/sales)
Strategy
To make the most out of its limited budget, Allstate knew it had to find a way to credibly insert the brand into the soccer conversations that would naturally occur during the tournament. Knowing super fans would be tweeting and posting about...