Leo's Cannes Contenders: Allstate "#MayhemSale"
Over-sharing on social media can help burglars identify potential targets. To illustrate the epidemic, Leo Burnett Chicago created an interactive, multi-screen activation that took a real-life couple to the cleaners - all thanks to beloved (well, more like be-hated) character Mayhem. During the Allstate Sugar Bowl, eight spots aired triggering football fans of all tastes to take home the stolen goods (each sporting an offensively cheap price tag). To get in on the action, all viewers were prompted to visit MayhemSale.com.
The results? The site received 6,000 - 8,000 hits per second immediately following each commercial and conversation on Twitter launched #MayhemSale to be a #1 Worldwide Trending topic at several points during the game.
Seamlessly told through witty copy and a spot-on narrative, #MayhemSale truly stole the show. Read more on Wall Street Journal.