The US Hispanic media space for branded entertainment is crowded and the opportunities to innovate limited. With one TV network dominating the market, the balance of power is on the media side leaving marketers with few chances to profit from as all competitors fight each other for pre-established and standardized integrations. Branded entertainment frequently ends up in simple product placements, loosely connected mentions and forced integrations.

We found a property where we could take ownership and help bring the character to life across various media. We partnered with Premios tu Mundo, the #1 People’s Choice Soap Opera Award show on the Hispanic Network Telemundo, and created a new custom award: the Best Bad Luck Moment. Through this tent-pole entertainment property, we knew we would capture consumer attention and his live in-person participation would reinforce the notion that bad luck is real and can strike at any time.

Fans participated by voting on sponsored sites, online and mobile, for their favorite bad luck moments from top rated soap operas.

Mr. Bad Luck took over the live show with backstage accidents, real-time updates from the event, and changed the red carpet for an Allstate-blue carpet. Finally, Mr. Bad Luck wrapped the evening with live appearance on stage handing out the award for his category.

Consumer response and participation wildly exceeded expectations.

+14 Million Earned Media Impressions.

+20 Million impressions via sponsored digital elements.

A new category on a live show viewed by 1.6 million ranked #1 in NY and Miami.

+54.8% Younger Mobile Audience More Likely to Consider Allstate.

+20% Online Ad Awareness.

Best Bad Luck Moment Category:

+80,000 Votes, +350,000 Page Views, +45,000 Unique Visitors, +90,000 Video Streams

Fan activity on Mr. Bad Luck's Facebook page increased over 60%.

+10,000 new likes, +51% Viral Reach, +65% People Talking About this and 1M Impressions from posts.