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Marketers Discuss Success Of Allstate's "Mayhem" Ad Campaign

Allstate initially created its popular “Mayhem” campaign for TV and videos, but was later able to successfully incorporate it into various social channels, including Facebook and Twitter. The insurer’s success with the campaign was the focus of a presentation titled, “Mayhem, Social Media and the Allstate Sugar Bowl: Breaking through the Clutter,” on Day 1 of the '15 Intersport Brand Engagement Summit. Leo Burnett Exec VP David Brot and Allstate VP/Integrated Marketing Communications Pamela Hollander laid out the rationale behind the campaign, which emphasizes the unavoidable nature of unpleasant surprises.

“Mayhem uses humor, both verbal and physical, to tap into life’s uncertainties without fear-mongering,” Hollander said. “Mayhem is there to create doubt and have you question if you are truly protected.” The concept has been the subject of numerous TV commercials, and even spawned a campaign directed at Allstate’s Hispanic consumers titled Envia Mala Suerte (Send Bad Luck).

SBJ Morning Buzzcast: March 18, 2024

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ESPN’s Jay Bilas, BTN’s Meghan McKeown, and a deep dive into AppleTV+’s The Dynasty

On this week’s Sports Media Podcast from the New York Post and Sports Business Journal, ESPN’s Jay Bilas talks all things NCAA. Big Ten Network’s Meghan McKeown shares her insight into the Caitlin Clark craze. The Boston Globe’s Chad Finn chats all things Bean Town. And SBJ’s Xavier Hunter drops in to share his findings on how the NWSL is making a social media push.

Learn more about your ad choices. Visit megaphone.fm/adchoices

SBJ I Factor: Nana-Yaw Asamoah

SBJ I Factor features an interview with AMB Sports and Entertainment Chief Commercial Office Nana-Yaw Asamoah. Asamoah, who moved over to AMBSE last year after 14 years at the NFL, talks with SBJ’s Ben Fischer about how his role model parents and older sisters pushed him to shrive, how the power of lifelong learning fuels successful people, and why AMBSE was an opportunity he could not pass up. Asamoah is 2021 SBJ Forty Under 40 honoree. SBJ I Factor is a monthly podcast offering interviews with sports executives who have been recipients of one of the magazine’s awards.

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