Marketing, Motherhood, and Mayhem

Allstate’s Tailgate Tour

November 12th, 2010 by Deb McLean

I recently experienced the Allstate Tailgate Tour at a college football game.  I appreciate when a company selects another brand to align themselves with and they fully integrate into every possible marketing opportunity; on-air, online and on-site.  Allstate has done that with college football. 

If you’re a fan like I am of college football, you’ve obviously seen the Good Hands® Nets behind field goals.  They have been raised at 67 college stadiums around the country.  And each field goal and extra point kicked into those Nets helped raise over $1.8 million in donations for collegiate general scholarship funds. Allstate also sponsors the Southeastern Conference and their 20 sports, including football. During the post-season, Allstate sponsored 21 college bowl games and the Bowl Championship Series, along with the 76th Allstate® Sugar Bowl in New Orleans on January 1, 2010 on FOX. 

In addition, twenty-two college football players have been named to the 2010 Allstate AFCA Good Works Team®. The players who have been awarded this prestigious honor were selected by a special committee from 108 nominations submitted by colleges and universities across the country. Two 11-member teams – one composed of players competing in the NCAA Football Bowl Subdivision (I-A) and a combined team representing the NCAA Football Championship Subdivision (I-AA), Divisions II, III and the NAIA – recognize players that embody the true spirit of “teamwork” and “giving back” through selfless contributions and commendable acts of kindness.

I enjoyed the Allstate® Tailgate Tour experience.  They have or plan to visit 28 games this year.  The elements are engaging to consumers as you could create a sign to support your team, take a picture as if you’re on the field (which you’d be able to download later), play Plinko for prizes and take a historical tour.  All the while, helpful folks gathering interested people’s information for a chance to go on the field that night during halftime to have an attempt at a 25 yard field goal for $1,000.   

They had an additional element where you could select and view different “Mayhem” situations that happened on the grid iron, all tying into their Mayhem campaign.  It’s called the Mayhem Football Challenge.  It’s available online as well.  Participants select nine mayhem scenarios from their list, ranging from ‘surprising’ to ‘Hail Mary’. The more unlikely the mayhem, the more points it’ll be worth. Picks must be made before kickoff each Saturday for a chance to win a 46″ 3-D TV with glasses. And if you’re the top scorer at the end of the season, you could win a trip to the 2011 Allstate Sugar Bowl and the Tostitos BCS National Championship Game. Play Now the Mayhem Football Challenge Now.

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  • Glad you enjoyed the Allstate® Tailgate Tour experience. The tour photos turned out great. You were also able to share them on facebook/twitter after viewing them online.