I convinced Allstate to use all eight of their ad slots during The College Football Playoff to teach the world a lesson about the dangers of oversharing on social media. When an unsuspecting couple posted pics from their vacation, we had Mayhem break into their real house and sell their real stuff - for real cheap - live on national TV.
Eight different single-run spots aired throughout the course of the game. In each one Mayhem reinforced the message about the dangers of oversharing on social media, pushing the 20M+ viewers of the College Football Playoff toward our custom-built e-commerce site.
Simultaneously we posted each item available on e-commerce from Mayhem's Twitter account, pushing a new set of eyeballs to the site.
The world was riveted by our sale. Competition to buy our inane, mundane items got to be more intense than even the game itself.