Digitally Activated: Sports Centered

A Look at Online Sports Activations

You’re in Good Hands when Behind The Mic with Allstate on SI.com

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Mayhem… something you don’t want on the field or in your personal life, but sometimes it’s unavoidable.  What happens then? Do you have someone you can trust to help you through these tough moments?  This is the crux of Allstate’s “Mayhem” campaign, and a message the brand reinforces through its partnership with SI.com.

Using “Great Quotes” from retired athletes on SI.com’s “Behind The Mic” video channel, Allstate increases its image as an expert in the fields of: Auto, Motorcycle, Home and Life insurance.  The “Behind The Mic” channel is designed to generate leads for local Allstate agents.

The What

  • Dedicated video channel
  • Co-branded header
  • Video Pre-roll (every other video start)
  • Fixed 300×250
  • Voting module for favorite “Quote of the Week”
  • Module linking users to a local Allstate agent
  • Homepage targeted co-branded media: 300×250, 728×90 and 120×90 (see below)

The Why

The concept for “Behind the Mic” is excellent.  Allstate is associating its brand with retired players (see header in Picture 1) that are slightly past their prime, but are respected by viewers- these athletes resonate with their presumed target audience of Males 25-54 who are also slightly past their prime* a concept first pioneered by Miller Lite in the 70s to make drinking Lite Beer manly.

Allstate wants viewers to trust their agents opinions on insurance, the same way the viewers trust the retired players opinions. By associating its brand with these athletes, Allstate enhances its brand’s image as dependable expert.  The enhanced brand image will help drive sales for its local agents.

Allstate has two call-to-action points on the “Behind the Mic” page.  These units connect a user with the closest agent in their area. The first is the fixed 300×250 to the right of the video player which helps users “Find an Agent”, and the second is a module which prompts users to “Get Your Great Quote”.


Viewers are attracted to the call to action points by the pre-roll which runs before every other video.  Allstate uses celebrity endorser Tim Howard (“Always in Good Hands” with one of the best Goalies in the world) and brand spokesman “Mayhem”, to reinforce its expertise in four fields with four different commercials:

  • Mayhem – Motorcycle Insurance (An add directed at men that have undergone a “mid-life” crisis and are now selling their motorcycle, which ties back to associating the Allstate brand with retired players.)
  • Mayhem – Home & Auto Insurance (Directed at handyman/homeowner that causes more harm than good.  We can all relate.)
  • Mayhem – All four of their areas of expertise (A Brady Bunch parody that shows “Mayhem is everywhere“)
  • Tim Howard – Life Insurance (A reminder that we are still in the game, but we have responsibilities as well.  Clever way to tackle what no man wants to contemplate – our mortality).

Key Takeaways

Allstate uses “Great Quotes” from respected, retired athletes to connect with its target audience in a way that reinforces its image with expertise in the fields of: Auto, Motorcycle, Home and Life insurance.   The Allstate pre-roll which runs before every other “Great Quote” is designed to demonstrate Allstate’s breadth of expertise, and helps drive users to the two call-to-action points on the Allstate branded video channel.

Through it partnership with SI.com, Allstate is increasing its brand image and generating leads for local agents.  A strategy which is sure to cause mayhem for its competitors.

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Written by Peter Amador

August 5, 2011 at 7:58 PM

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