Allstate’s multi-year college football campaign featured die-hard superfan Bergwood in a content-rich approach that connected with fans across the country.
A 6-part digital film series followed Bergwood’s dream of becoming a college football kicker with the help of an Allstate Good Hands net.
A virtual tailgate experience fed fans’ rivalries and incentivized interaction. Fans could send e-cards, turn their friends into annoying bobbleheads and prank call each other—all while earning campaign-themed tailgating gear. Site walkthrough here.
To launch the campaign and establish the Bergwood character, we convinced Allstate to create a lightly-branded microsite. Fans loved it so much Allstate funded an interactive web experience the next year.
