Simply spending millions on product placement and advertisement alone is no longer sufficient for a brand such as Allstate to achieve its marketing objectives. Given the plethora of brands and or platforms that are competing for a consumer’s time and or money in the present day, it is imperative for brands to construct marketing campaigns that seize consumer’s attention. Perhaps, the best way for a campaign to ensure that it will grasp the attention of audiences is for the campaign to purvey a deeply personal, encouraging message from a messenger that is relatable to the consumer. Considering how important it is for brands to connect to their consumers on a personal level, brand-wide utilization of the most widely used social media sites is …show more content…
Also, for the marketing campaign to fully resonate with consumers, I believe it is important for the campaign’s message to be articulated from everyday consumers themselves and not paid actors. Taking all of my views on what makes for a successful marketing campaign into account, I believe Allstate should outsource the starring role of its next advertising campaign during next years’ college football season to users of Twitter, Instagram and Vine. In this campaign, users of these social media sites, prompted by the promise of prizes such as tickets to the College Football Playoff National Championship Game, will share, through videos and or tweets, what does “being in good hands” means to them. These shared messages will ultimately be collaged for an advertisement that will air during the College Football Playoff National Championship Game with the contests winners’ submission airing at the end of the …show more content…
The launch should come in the form of a relatively high-profile announcement either via a commercial during a relatively high-profile opening weekend matchup or through the appearance of a brand ambassador, à la Kirk Herbstreit, on a national early-morning or late-night talk show or news program. An emphasis on the campaign’s grand prize of tickets coupled with a VIP experience to the College Football National Championship game. Allstate should also spend heavily on promoted tweets and trending topics on the Twitter at the time of campaign’s launch. In the ensuing 3 months leading up to the big game, Allstate should spend heavily on advertising on the Vine, Instagram, and Twitter platforms as well as advertising during college football broadcasts. Allstate should also parlay their extensive brand assets (field goal nets, halftime kickoffs, etc.) at sponsored school to raise awareness for the campaign. Submissions for the campaign will be solicited on social media sites until the weekend before the Big Ten and SEC conference championship games. In the week leading up to these games, 5 finalists will be chosen on the basis of impact and the winner will be chosen by a fan vote either on the Allstate website or through hash tags on Twitter. Then at either the SEC or Big Ten conference championship games, both of which are sponsored by