Mayhem is everywhere. For nearly three years, Allstate's irreverent Mayhem character has been personifying the uncertainties that can occur in every day life, especially if you don't have the right insurance coverage. The campaign is designed to teach people about the dangers they face but may not be covered for, like getting sued if you hit a $90,0000 car, or being stuck with the bill if you're a victim of a hit and run or falling tree branch. These are the unexpected moments when Mayhem pays us a visit. As the advertising quickly gained traction through traditional media tactics, consumer demand for Mayhem skyrocketed overnight. Allstate was prepared with the Mayhem Facebook page. This platform gave consumers a place to develop a relationship with the unconventional Mayhem character and share their own personal stories or ideas of “mayhem." This platform reinforced that mayhem is everywhere and everyone is vulnerable. Mayhem’s presence on Facebook has not only engaged people with the campaign, but it has also made insurance protection, and specifically Allstate, more culturally relevant in consumers’ daily lives. The Mayhem Facebook page relied on three pillars to be a catalyst for this consumer engagement: 1. Timeline Using a combination of visuals, historical posts and check-ins, Timeline became a compelling way for Mayhem to tell his story, his way. For the first time, fans could uncover Mayhem’s origin and questionable past, which begins in 1000 A.D. Timeline helped to reinforce that Mayhem is everywhere, always has been and always will be. 2. Exclusive Content Facebook became Mayhem’s launch platform. Fans who craved more Mayhem were rewarded with exclusive content, including first-access to Mayhem’s new TV commercials as well as unique Facebook only content like the annual Valentine’s Day cards. 3. Two-Way Conversation Fans not only liked, shared and commented – they created their own Mayhem content on Mayhem’s wall, posting original photos, videos and ideas (including more than 400 photos during Halloween)! By responding, Mayhem furthered the engagement by contributing to the conversation. Engagement is through the roof! The page averages nearly double the “talking about this" metric when compared to the rest of the insurance category. In fact, a single status update earned a record 130,895 “talking about." and 27.2% of the people that saw the post, engaged with it! Fans keep coming. Since the launch of Timeline, Mayhem’s fan base has grown by 23.49%. The page has earned more than 1.5 million fans, and it continues to grow every day. Allows “real time" conversations. Allstate is now part of the conversation, leveraging real-life events/happenings like the Super Bowl. Traditional advertising works harder. Advertising that debuts first on the Mayhem Facebook page has proven to garner incremental momentum, helping Allstate’s paid media work even harder. People think differently about insurance. Mayhem’s Facebook page has made Allstate – and insurance protection – part of everyday conversations. Facebook was instrumental to the campaign’s goals of making coverage and protection more important to consumers, and tracking studies indicate significant increases in the following brand attributes: • “Cares enough to make sure you have the coverage you need" • “Helps protect you from life’s uncertainties" • “Makes you feel differently about insurance"
See more Mayhem on our YouTube page! www.YouTube.com/allstate
