Allstate’s Mayhem
Advertising Review
Dressed in a suit Mayhem is causing harm everywhere. From a deer chewing leaves by the side of the road, ready to get caught in your car's oncoming headlights, and a renegade GPS unit insistently "recalculating!", a teenage girl texting in her car while driving to winds in a hurricane.
Mayhem appears on TV as your vehicle's blind spot — a sort of human shield against being able to see passing cars — and he's be a critter in an attic, romping in pink insulation, chewing an electrical conduit. Whether it’s an oblivious teenage driver, raccoon in your attic, or faulty hot water heater, “Mayhem is everywhere” – all played by Winters, of course. Cochrane and Allstate expanded the successful national campaign into local markets, having Winters play local mayhem such as a Chicago pigeon or Seattle fog (Blog, 2013). This campaign has been a huge success for Allstate Insurance. Mayhem will happen, but if you have Allstate, rather than "cut-rate insurance," you'll be able to handle him better. The slogan is attention getting and effective. By stating that they are better than other carriers their positioning would be of a cultural symbol, Mayhem. Allstate has utilized television for their advertising campaign, although they have expanded to social media as well. The brand's latest plan calls for spreading Mayhem across the social media universe via Vine and Instagram in a #ThisWillBeMayhem campaign that features extended content such as photos and videos that work in conjunction with Facebook and YouTube programs. Fans of the brand on Twitter will help the character decide which Allstate commercial will air on Oct. 5 during a college football telecast (Buss, 2013). Expanding their reach to other markets. They are able to reach a younger market that may not watch television but are on social media sites daily. The interactive piece is an interesting method too. And Mayhem "himself" also will tweet live to followers during unexpected moments, the company told MarketingDaily.com. "The instantaneous every day, every minute nature of Twitter is perfect for Mayhem," Lisa Cochrane, senior vice president of integrated marketing communications, said in a release. "Mayhem, like Twitter, is everywhere all the time."(Buss, 2013). Reaching this group is important to stay relevant in today’s world. As the text states, exposure, attention and motivation are important concepts to consider. By using television, internet and social media as the medium to deliver their message they are covering many prospective customers. Most people are exposed to advertising every day. Advertising exposure is an important component of an advertising campaign to the consumer. Advertisers attempt to estimate the number of ways necessary to achieve their goal. The most basic goal is to persuade consumers to buy or use the product or service.
The advertising campaign, in my opinion, was an effective campaign. It brought attention to the product and had people talking about the advertisement. The reach that Allstate has with the public is respectable. Allstate was re-introduced to a new market. Allstate has a mascot that is familiar with the public and they know what product and service Allstate has available to them. Insurance is something that touches every person. From life to car to renters insurance; no one is safe from Mayhem.
Works Cited https://www.allstate.com/mayhem-is-everywhere.aspx - to view ads
Blog. (2013, June 26). Retrieved March 20, 2015, from http://www.cbsaltitudegroup.com/2013/06/allstates-mayhem-a-deeper-look/
Buss, D. (2013, September 27). Spreading Mayhem and Marketing Dollars, Allstate, Nationwide Amp Spending. Retrieved March 20, 2015, from http://www.brandchannel.com/home/post/2013/09/27/Insurance-Marketing-Competition-092713.aspx 