During the weeks leading up to the SEC Championship game, Allstate invited Crimson Tide and Gators fans to inflict Mayhem on their rivals with assistance from two conveyor belts, one massive shredder and a full tailgate set up complete with a charcoal BBQ, patio chairs, and an entire car. University of Alabama and the University of Florida fans battled it out on Twitter by voting for Mayhem to inflict destruction on their rivals by using the hashtag #ShredAlabama or #ShredFlorida and watched live on Ustream as the carnage unfolded.
“Mayhem continues to be an iconic figure, reminding college football fans to protect themselves from the uncertainties of game day mishaps,” said Pam Hollander, vice president of marketing for Allstate. “And while college football fans can’t control the outcome on the field, we’re excited to give them the opportunity to have an impact off the field and show their team passion leading up to one of the biggest college football match-ups of the year.”
In a partnership with long-time advertising agency partner, Leo Burnett, fans of both teams had the chance to watch the chaos live on Ustream in addition to joining the action on Twitter. With the exception of Saturday’s championship game, the #MayhemTweetOff featured no outside advertising, relying instead on social media, live stream broadcast and the participating schools to get the word out. Do you have an upcoming event that you would like to promote? Now is the time to call!