Allstate was looking for a solution to engage with their existing customers that tied into their official sponsorship with the NCAA and Bracket Game Challenge on ESPN.com.
Allstate’s overarching ‘Mayhem’ campaign couldn’t have a better activation fit in sports than during the NCAA Men’s Basketball Tournament. The early-round upsets and buzzer beating wins are the definition of mayhem on the basketball court. As an official NCAA sponsor, along with multiple touch points already in play, Allstate sought out a customer engagement digital experience that complemented their additional activations during ‘March Mayhem.’
The March Mayhem Bracket Predictor, is a multi-platform digital experience that provides Allstate customers a predictive tool to help them make sense of the mayhem as they fill out their brackets. Utilizing advanced predictive data modeling based on historical stats, the tool allowed users to select any two teams in the tournament and analyze the probability of a victory in a head-to-head matchup.
To provide an additional tie-in to the idea of ‘Mayhem’ the application would also provide a special ‘mayhem alert’ to call out specific matchup selections. The criteria for a ‘Mayhem Alert’ was any game that would be particularly close, or a game where a lower seed team had a significant change of beating a high seed.