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Leo Burnett Chicago
35 West Wacker Drive
Chicago, IL 60601
United States

Amy Cheronis

EVP Reputation and Communications

Katie Newman

Chief Marketing Officer

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Allstate “Social Savvy Burglar”

INSIGHT. With the rise of social media usage on mobile devices, oversharing has become a dominant problem. In fact, 78% of burglars are using social media to find their next target. The more people fill their social media pages with seemingly harmless posts, the more they put their houses at risk of burglary. Allstate Insurance and Leo Burnett Chicago turned Allstate’s Mayhem character into a social-savvy burglar for one night to highlight the dangers of oversharing on social media.

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IDEA. “Social Savvy Burglar” was a multiscreen, integrated experience that illustrated the epidemic by using a real-life couple, a nationwide televised event and Allstate’s Mayhem. Mayhem, acting as the burglar, hijacked the Allstate Sugar Bowl. After completely recreating the home of one lucky couple who were in the Sugar Bowl stands, Mayhem surprised them at the event and recorded their shocked reactions. Eight spots were aired that triggered viewers to visit and tweet using the hashtag #MayhemSale to purchase the couple’s stolen goods at offensively cheap prices. Cameras recorded the couple’s reactions as they watched it happen live. More than 250 items were sold to the audience in real time via the integrated stunt.

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IMPACT. The site received 6,000 to 8,000 hits per second immediately following each of the eight commercials. Active conversation on Twitter launched #MayhemSale to be a #1 worldwide trending topic at several points during the game. The campaign made national news and sparked national conversation about protection and oversharing. It even spurred Project Aware Share, a public service initiative that teaches people how to be safe on social media. Allstate’s “Social Savvy Burglar” contributed to an 18 percent increase in home insurance and took home four Cannes Lions, a Grand Prix at LIA and Best of Show at AICP/Next.