Breaking, entering, and selling one couple's everything to put a stop to oversharing.
People love using social media to tell the world where they are. But, 78% of burglars now use social media to find their targets. Allstate wanted to raise awareness of this modern vulnerability. So, when a real couple shared out their location from the Sugar Bowl, we taught the entire country a lesson via live tv and Twitter by breaking, entering and selling-off pre-made replicas of everything in their house. The real-time event integrated eight broadcast spots, a synchronized stream of videos and posts on Twitter, and a live e-commerce site during the game where you could buy the real items from Mayhem for pennies on the dollar. People bought all 300 items sold —from a $200 Chevy Volt car to the cotton swabs out of the bathroom.
— Case Study —
— Breaking & Entering :30 —
Merits—
CANNES LION SILVER- Titanium & Integrated CANNES LION BRONZE- Use of Media CANNES LION BRONZE- Promo & Activation CANNES LION BRONZE- Direct & Social AICP- MOST NEXT AWARD GRAND LIA- Integrated LIA GOLD- Integrated: Multimedia LIA SILVER- Non-Traditional: Live Events LIA SILVER- Innovative Use of TV/Cinema/Online Film LIA BRONZE- Humour in TV/Cinema/Online Film LIA BRONZE- The NEW: Branded Content YOUNG GUNS GOLD- Integrated Creative ONE SHOW SILVER PENCIL- Integrated Branding: Consumer Campaign ONE SHOW SILVER PENCIL- Digital Direct Marketing: Social Media & Viral LÜRZERS ARCHIVE ANNUAL - Integrated Campaign COMMUNICATION ARTS ANNUAL - Integrated Campaign D&AD GRAPHITE PENCIL- Integrated & Innovative Media ART DIRECTORS CLUB BRONZE CUBE CLIO SILVER- Direct CLIO BRONZE- Innovative AICP NEXT AWARD- Integrated Campaign EFFIE SILVER- Single Impact EFFIE SILVER- Insurance EFFIE BRONZE- Sustained Success
