Even if you’re not a fan of college basketball, you’ve likely heard friends and colleagues exclaim about their “busted brackets” as of late. The NCAA Division I men’s basketball tournament, billed as “March Madness” runs throughout the month of March and is one of the most popular spring sporting events. The tournament begins with 64 teams and ends with the championship game in April. Part of the fun of March Madness, is Bracketology, the science of pitting teams against each other to predict the outcome of the tournament. It gets pretty serious–billionaire Warren Buffett of Berkshire Hathaway even offered $1 billion to whoever fills out the perfect bracket.
Where does Bracketology intersect with IMC? The answer lies in the “good hands” of Allstate. 2014 is the insurance company’s third year as official sponsor of the NCAA tournament. This year, Allstate’s antagonistic character, Mayhem, is breaking brackets in a series of Tweets, Facebook updates, and Vines. While Mayhem is infamously known for causing car wrecks and burglaries, the Leo Burnett-created “March Mayhem” campaign makes light of Bracketology. Watch as Mayhem breaks, bends, and even blends busted brackets.
“March Mayhem” is Allstate’s social media component of its NCAA tournament campaign. During TV coverage of the tournament, the company sponsors the “Good Hands Play of the Game” and is rolling out increased advertising for its homeowners insurance. Pam Hollander, Allstate’s senior IMC director, points out that the campaign goes on as the tournament progresses, taking into account how different teams perform in the tournament. She says the campaign features direct engagement with fans. Mayhem acts as a direct engagement tool to connect and learn more about Allstate’s social media-savvy audience. With Mayhem, interpersonal communication takes place in an ad campaign, personifying the brand’s relationship with the consumer.
Mayhem isn’t the only insurance character with social media presence. Representing insurance companies big and small: the Gecko, Flo, Jake, and J.J. Hightail each interact with their Twitter followers. One of the strong points of the March Mayhem campaign is how it takes advantage of the Bracketology phenomenon to establish a connection with the consumer. Using a popular social trend in a social media campaign exemplifies the personification of brands.
Do you believe using Bracketology in advertising is effective? How have you seen other brands use social phenomena in their advertising?