ALLSTATE _ MAYHEM SALE / JEFF TREMAINE
Oversharers. We all know those people: relentlessly checking in at every restaurant, music venue, airport, and store they visit; posting pictures of everywhere they are and everything they’re doing; all in real time. Hell, maybe you’re one of those people.
To kick off Allstate’s Project Aware Share, a program to educate consumers on the potential dangers of sharing on social media, Allstate wanted to give the millions of fans watching the Allstate Sugar Bowl a crash course in what could happen if a burglar noticed you weren’t home thanks to your social media post and broke in to your house - all in real time.
Jeff Tremaine directed the 25 spots that ran across the game broadcast, online at MayhemSale.com and across Twitter, and the entire experience unfolded live. As each broadcast spot aired, new items went up for sale on the website, creating a real-time activation that had people aggressively bidding for items such as the "hobo shower" (lawn sprinkler) and "super trumpet" (tuba), and even the couple's almost-brand-new Chevy Volt.
Just a few of the 25 spots
#MayhemSale became a top trending hashtag in the United States on Twitter. The Mayhem Sale website received over 18 million hits throughout the game, 6,000 - 8,000 per second immediately following each of the broadcast commercials that aired during the game. Mayhem’s Twitter account earned 24,000 new followers, up 30% from his follower count prior to the Sugar Bowl. Total Twitter impressions numbered more than 40.1 million, with many online commenting that they were paying more attention to Mayhem Sale than the actual game.