SBJ/August 27-September 2, 2012/Marketing and Sponsorship

ESPN’s Herbstreit to help Allstate bring ‘Mayhem’ to college football

Allstate is bringing back its “Mayhem” theme for the college football season, and ESPN on-air talent Kirk Herbstreit will endorse the brand.

A chance to meet Herbstreit is included in an Allstate sweepstakes.
Photo by: JOE FARAONI / ESPN
The insurance giant this week will launch a seasonlong promotion called the “60 Seconds of Mayhem Sweepstakes.”

Herbstreit has a varied role with Allstate, appearing in creative for TV, radio and online advertising. The ESPN “College GameDay” star and game analyst also will plug the promotion through media interviews over the course of the season.

Herbstreit is part of the prize package for the sweepstakes winner as well. Two finalists, selected at random, will compete in a field-goal-kicking competition prior to the Allstate Sugar Bowl in New Orleans with a chance to win a new truck, boat, motorcycle and travel trailer. The kicking competition will be held at Allstate’s fan fest in the French Quarter.

A VIP trip to meet Herbstreit at the 2013 BCS championship game is part of the prize.

The promotion goes live this week at AllstateCFB.com and entries will be taken through Nov. 30. Weekly prizes will be offered to visitors on the site.

Fans also can enter at Allstate’s mobile marketing tour as it travels to schools that are sponsored by Allstate.

This is the second season that Allstate has run a college football promotion around its “Mayhem” theme but the first season that Herbstreit has been used to endorse it.

Herbstreit also has endorsement deals with Chevolet, Kellogg’s Cheez-It, Armour-Eckrich Meats and EA Sports, among others.

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