Allstate

“The impression that ESPN delivers for Allstate is invaluable. It's not just about the eyeballs; it's about building the brand and driving the business. ESPN helps us do both.”

— Lisa Cochrane
Fmr. Senior Vice President, Marketing, Allstate

Allstate Objective

Generate More Sales Leads

Increase brand reach all the way to the local level to build a deeper connection with the Allstate target audience

ESPN Strategy

College Sports and First Party Data

Further equity and ownership within the college sports landscape through innovative ideas and contextual relevant creative that delivers the Allstate target audiences at every touchpoint

Success Headlines

52%
Higher Response Rate
Custom College Football
Targeted Ads
#1
Sports Program
Driver of Leads
ESPN Tournament Challenge
#2
Highest Rated Cable
Broadcast of All Time
Allstate Sugar Bowl

Our Partnership

“With ESPN, we found ways together to tie Allstate inextricably to college sports, really elevating our brand and doing things that no one else is doing.”

— Lisa Cochrane
Fmr. Senior Vice President, Marketing, Allstate

Allstate College Football

The Allstate Sugar Bowl and College Football Playoff official partnership provided increased ownership within the sport as well as generated greater awareness and mass charitable donations for Allstate's non-profit Nets and AFCA Good Works Teams® programs.

Contextual creative in collaboration with ESPN for their “Mayhem” character during the College Football Playoff was a huge success on social media and drove significant earned media.

The use of ESPN's first party data to target custom messages to fans based on their school allegiance elevated response rate and exemplified a special understanding the college football fan.

Touchpoints

ESPN ESPN2 WatchESPN ESPN.com ESPN App ESPN The Magazine ESPN Audio Social Onsite Data

Allstate Tournament Challenge

With 12 million people filling out brackets on ESPN.com over three and a half days, Allstate seized the opportunity to reach them in an authentic way through ESPN's Tournament Challenge game. The digital sponsorship of Tournament Challenge resulted in the most leads for Allstate agents compared to all of their other sports programs, yielding 600,000 qualified leads alone during this short period.

Touchpoints

ESPN WatchESPN ESPN.com ESPN App Tournament Challenge Social Data

“With ESPN, we found ways together to tie Allstate inextricably to college sports, really elevating our brand and doing things that no one else is doing.”

— Lisa Cochrane
Fmr. Senior Vice President, Marketing, Allstate
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