Allstate launched its on-air, online and on-site campaign on Saturday, August 30 to coincide with the opening weekend of the college football season. :15 and :30 second commercials and in-game sponsorships aired during college football broadcasts. Online, we reached fans with Allstate’s Bergwood.net website, banners, a MySpace page, Facebook fan pages and applications, and a college football GameTracker sponsorship. Allstate’s Bergwood character made live appearances at college football campuses throughout the college football season.

The campaign generated over 10,000 leads for Allstate. More than 500,000 fans visited Bergwood.net. Those exposed to the campaign were 26% more likely to purchase Allstate insurance, 35% more likely to recommend Allstate to their friends and 25% more likely to call Allstate. 75,000 college football fans razzed their rivals and hundreds received Allstate branded tailgating gear, turning them into walking billboards for Allstate at college football games across the country.