Allstate, now in its 10th year of college football sponsorship, is adding a Twitter challenge to the mix.
The College Football Nets program raises scholarships for partner schools based on in-game events (such as successful field goals and extra points). This year, college football fans will have the chance to raise additional funds for their schools through the #ItsGood2Be Twitter Challenge. Allstate will reward the school with the most fan conversation on Twitter an additional $10,000 in scholarship donations, for a total of $150,000 in scholarship up for grabs.
The 30-second TV spot “More Good” demonstrates how the “Good Hands” Field Goal Nets program delivers on the brand promise of helping people live a good life, every day, by tapping into the power of nostalgia and appealing to the emotions of college football fans.
The “It’s Good Sweepstakes” will award the winner and three friends with a trip to New Orleans for the 2015 College Football Playoff Semifinal at the Allstate Sugar Bowl before traveling to Arlington, Texas to watch the first-ever 2015 College Football Playoff National Championship. The winner will also receive $100,000.
College sports fans are a key target for Allstate, says Pam Hollander, vice president, integrated marketing communications for Allstate.
“Having been a major sponsor in college football for a decade, we feel that we have some of the highest visibility not only in the category but across all brands associated with college football,” Hollander tells Marketing Daily.
When people think about Allstate supporting college football, one of the first things that comes to mind is the “Good Hands” Field Goal Net program.
“Representing the coverage that Allstate provides its customers, these iconic nets are present at more than 80 partner schools and have become synonymous with field goals and extra points during the college football season,” she says. “But, more than the brand visibility, Allstate is proud that the program provides general scholarship donations to our partner schools, which have totaled more than $3.5 million since the program began.”
This program, combined with Allstate’s other college sports initiatives, such as entitlement of the Allstate Sugar Bowl, Allstate AFCA/NABC/WBCA Good Works Teams and our NCAA corporate partnership, allows the company to reinforce our “Good Hands” messaging nationally and in local communities throughout the season while supporting the many different interests and affinities that college sports fans have, she says.