MAYHEM SALE

78% of burglars use social media to scout their next target. To drive awareness, we launched the Mayhem Sale— a real-time e-commerce stunt where Allstate’s Mayhem “robbed” the home of a real couple, live on TV.

teachING the world a lesson BY COMMITTING A FELONY.

Unbeknownst to Matt and Shannon, we recreated their entire home, down to the last Q-tip, then tapped Mayhem to auction everything inside in 8 consecutive spots aired during the Sugar Bowl.

+18% lift in home insurance sales
#1 trending on Twitter globally
78M social impressions
160M earned PR impressions
5M+ engagements
8x traffic surge

Role: Executive Creative director, Leo Burnett Chicago. Partners: Britt Nolan, Mikal Pittman