Soccer fans believe success on the field is a unique combination of skill and luck, and 2015 Gold Cup was the perfect environment for Allstate’s Bad Luck character.

This was the 13th GOLD CUP, played in 13 CITIES, but only by 12 TEAMS.

We created the one that was missing: TEAM 13, a group of players led by the personification of misfortune himself, Bad Luck.

Their goal: bring bad luck physically to the field.

That’s literally what they did; Team 13 was on the field during the halftime show of the Mexico vs. Honduras match.

HOW IT WORKED:

Team 13 took the field to introduce themselves to fans, encouraging them to use their bad luck services.

Fans were asked to send Team 13 to their opponents by using #SendBadLuck.

Team 13 replied to fans with videos from the rival side, proving they were spreading all of their bad luck.

IMPLEMENTATION

During the halftime show, a “live feed” video was showcased on the Jumbotron. Allstate’s character Bad Luck and his 10 look-alikes entered the stadium. Cameras followed them as they walked through the tunnel all the way to the field. Then he introduced Team 13 and asked people to send them to their rival team by using #SendBadLuck.

TIMELINE

- Team 13 appears on the field on July 1.

- Fans tweet using #SendBadLuck followed by their rival team. Bad Luck tweets back with a video of Team 13 at the fan’s rival’s side, taking advantage of bad luck moments of each game – July 1st through July 26.

PLACEMENT

Live event at NRG Stadium in Houston Texas during the Mexico vs. Honduras match.

SCALE

Fully integrated plan utilizing Media, Digital/Social, On-Site Initiatives and PR efforts, giving fans the opportunity to experience a real time interaction with Team 13.

BUSINESS IMPACT – SALES, DONATIONS, SITE TRAFFIC

Fan page traffic increased by +1540%

+37,000 leads generated, 39% over business target goal

RESPONSE RATE

1.5 MM video views on Social Media channels

Twitter engagement rate increased 252% vs. previous month

Facebook fan acquisition increased 340% vs. previous month

Overall, the campaign performed above digital benchmarks*

• Desktop: 1019 index for Desktop – 1.22 CTR

• Mobile: 2779 index – 3.33 CTR

• Video: 962 index – 86.59 CTR

• Digital campaign 9.96 CTR

CHANGE IN BEHAVIOR

1.2 MM Social Media fan engagement

Consumer interaction on Facebook increased 2340% vs. previous month.

Association of Allstate’s Sponsorship of the 2015 Gold Cup increased +18% pt.