This March Madness, Mayhem Joins the Jeer Team
Allstate’s infamous pitchman is back with a team of “Jeer-leaders” for an insult-slinging #MarchMayhem social campaign.
There’s only one thing better than cheering on your favorite team during March Madness: trash-talking the team your friend is rooting for.
Now, Allstate’s new social campaign is here to help riled-up fans do just that, as nefarious spokes-character Mayhem transforms March Madness to March Mayhem with shareable video content surrounding the famously unpredictable NCAA basketball tournament.
Released over the course of the tournament, the shareable videos feature Mayhem and a team of “Jeer-leaders” who provide a series of choreographed taunts and insults that range from bragging about a win to criticizing someone’s poor bracket picks. Fans are encouraged to share the videos with one another over Twitter and Facebook as brackets are broken and Mayhem ensues.
As part of the campaign, Mayhem will take to Twitter and Facebook to delight in the millions of brackets ruined by unexpected wins. Fans will also be encouraged to send unconventional “cheer” message cards and videos via MayhemSmackTalk.com.
The social campaign by Leo Burnett Chicago accompanies a larger brand activation surrounding NCAA March Madness, for which Allstate is the official corporate sponsor, and features a bracket predictor microsite created in partnership with ESPN’s Dick Vitale.