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SBJ/Sept. 2-8, 2013/Marketing and Sponsorship
Allstate pads the score with road trip sweepstakes
Published September 2, 2013, Page 11
The sweepstakes took on new life last season when ESPN analyst Kirk Herbstreit was hired to endorse the brand, and he’s back this season in advertising that will stretch across TV, digital and social media platforms. The TV ad buys include ESPN, CBS and Fox, the company said, and a new college football-related “Mayhem” ad was being shot last week to run later this month and throughout the season.
“We’re always looking for ways to tie in to the core of what we do,” said Pam Hollander, Allstate’s senior director of marketing and sponsorships. “Road trips are important to the fans.”
Fans can enter the sweepstakes on Allstatecfb.com. There also will be opportunities to enter through Allstate’s mobile marketing program called the Tailgate Tour, which will plant itself on 49 campuses this fall during game day, the most stops since the program began. The Tailgate Tour visited 41 campuses last year.
In addition to the promotion, Allstate has signed three new schools to display the “Good Hands” field goal nets — Clemson, Maryland and Texas. Those nets were to debut last weekend for the season openers.
Those three bring the total of Allstate partner schools to 78, the most since the program started in 2005.
Allstate did not disclose the cost of the promotion and activation for the season.