This #MarchMayhem Allstate campaign ran during the 2016 NCAA March Madness tournament and integrated several social media platforms. The creative integrated campaign from the insurance brand featured real-time Tweets and Snapchat ads that combined to create an engaging unified experience.
With Allstate being the official corporate sponsor of the NCAA, the campaign had considerable reach, with the Snapchat ads ran within the dedicated March Madness Discovery story, which featured behind-the-scenes glimpses and up-close highlights of the annual men's college basketball tournament.
The integrated #MarchMayhem Allstate campaign also featured astronaut Buzz Aldrin and sportscaster Dick Vitale battle it out on Twitter over the perfect March Madness bracket, with the playful rivalry displayed through a Tweet exchange as well as on the platform's live video streaming app, Periscope.
Integrated March Madness Campaigns
This Allstate Campaign Includes Real-time Tweets and Snapchats
Trend Themes
1. Real-time Social Media Integration - Opportunity to integrate real-time Tweets and Snapchat ads to create engaging campaigns.
2. Brands as Corporate Sponsors - Opportunity for brands to leverage their sponsorship of major events to reach a wide audience.
3. Engaging Influencer Collaborations - Opportunity to collaborate with well-known personalities on social media platforms to create interactive campaigns.
Industry Implications
1. Insurance - Opportunity for insurance companies to creatively engage with their audience through real-time social media integration.
2. Sports - Opportunity for sports-related industries to capitalize on major events and integrate their brand into the conversation.
3. Marketing & Advertising - Opportunity for marketing and advertising agencies to develop innovative campaigns that leverage real-time social media integration and influencer collaborations.