Our clients asked us to create an experience for Allstate that would exhibit at Bracketown -- the sponsors area set up around Final Four weekend for NCAA Men's Basketball. Our clients who work directly with Allstate had the idea of showing off Allstate's insurance offerings by having a car, motorcycle, ATV and Boat blocking the driveway where people shoot baskets over them.
I thought of the user and, as a kid, often had to shoot baskets over a car parked in the driveway -- ant thought this was a pretty bad, unemotional approach of just shoving things in people's way. So I instructed our team to create "Mayhem" hoops -- baskets that did challenging things that you couldn't see or experience anywhere else. One hoop articulated up and down. One hoop had inflatable wind socks blocking the shots. And another had three baskets on a spinning spindle.
The result -- through 2014 -- was the highest approval rating for any experience at Bracketown and another resounding success for Allstate.
To see more Allstate activations I have created, including: College Football tour, Outdoor Sports tour, Motorcycle tour, and Allstate bumper Car Derby, click here.
An image of the footprint for Mayhem Basketball. To play the game you had to provide a lead and this experience far exceeded previous experience attempts and was the hit of the Bracketown experience for numerous years.