Allstate And Leo Burnett Chicago Add Fun To The Basketball Fever With #MarchMayhem

Leo Burnett Chicago brings back its #MarchMayhem campaign for Allstate, during the NCAA basketball tournament. #MarchMayhem is a fun advertising effort on social networks, in which a character, Mayhem, and the Jeer-leaders make fun of the opposing team during #MarchMadness. The campaign includes videos on social networks and content that can be shared on Facebook and Twitter. The pieces are created around the games won and lost. Mayhem and his team have a series of choreographed taunts that include cheering your favorite team to jeering opposing ones. The insight behind the campaign is that there is nothing more fun than trash-talking the team your friend is rooting for. Mayhem also has a section dedicated to teases on unexpected game results. Fans are encouraged to share this content on their social network accounts. Through the portal MayhemSmackTalk.com, they can send unconventional “cheer” message cards and videos to their friends.The social campaign accompanies a larger brand activation, designed for the NCAA March Madness, which Allstate is the official corporate sponsor and features a bracket predictor microsite, created in partnership with ESPN’s Dick Vitale.