Allstate is unleashing "Mayhem" during this weekend’s SEC Championship football game, inviting fans to use Twitter to determine which team will be on the receiving end of the brand spokesperson’s mischievous destruction.
The raucous character, played by actor Dean Winters, has been pitting college fans against each other in Allstate’s "Mayhem Tweet Off" campaign from Leo Burnett for the past several weeks. So far, he’s destroyed a massive block of ice shaped like the Florida State Gators' famous mug, blown up a peach representing Georgia Tech, and popped a large balloon with the Arizona State Sun Devils’ logo.
On Saturday, the mayhem will reach new heights when the Twitter activity of fans of the University of Alabama and the University of Florida will decide which team’s items — including a car — will be sent into an industrial-sized shredder before the game.
Fans will be able to cast their votes using the hashtags #ShredAlabama or #ShredFlorida on the morning of the game and that afternoon watch the destruction unfold before kick-off via a live Ustream video.
The campaign reminds fans to "protect themselves from the uncertainties of game day mishaps," said Pam Hollander, vice president of marketing for Allstate Insurance Company, in a statement. "While football fans can’t control the outcome on the field, we’re excited to give them the opportunity to have an impact off the field and show their team passion leading up to one of the biggest college football matchups of the year."