Every day, people fill social media with seemingly harmless posts. But the more people over-share, the more they put their homes at risk of burglary. In fact, we discovered that 78% of burglars are using social media to find their next target. As a brand that exists to protect people from life¹s vulnerabilities, Allstate set out to protect seemingly invincible over-sharers by making this issue famous. So, on New Year¹s Day, we took over one of the most highly anticipated college football games in history‹the Sugar Bowl, and held the Mayhem Sale. Matt and Shannon are real over-sharers. Like millions of social over-sharing offenders, they update often, share constantly and post every facet of their lives online. We found them through fake focus groups, and we conducted follow up interviews in their house. With photographs and video from the interviews, we were able to build a replica of their first floor, decorate it to look exactly like home, and film a series of commercials and online videos starring Allstate¹s Mayhem as a ³social savvy burglar.² We also built an e-commerce site where people could buy over 200 of Matt and Shannon¹s things. On the night of the Sugar Bowl, we launched the Mayhem Sale. The campaign seamlessly integrated 8 sequential TV spots with e-commerce and a real-time Twitter program as Mayhem made his way through the house announcing new deals on Matt and Shannon¹s stuff throughout the game. We had set out to grow sales by +10%, but this one-day event led to the best January of homeowner policy sales for Allstate in a decade, creating an 18% lift in policies sold vs. the previous year. From the airing of the first spot, Twitter caught fire with questions about the sale¹s legitimacy, to which Mayhem responded and encouraged participation. Insurance is a burdensome category and suffers from low evolvement; but not during the Mayhem sale‹we got nearly 5 million social engagements, with a 15% engagement rate on Facebook that was among the highest ever seen in any category. On Twitter, we achieved more than 6 organic shares for each paid impression. Website traffic surged 8 times above our expectations, and Mayhem Sale took over the Allstate Sugar Bowl as we trended #1 in the US and globally. Each of the 200 items on the ecommerce site, sold out in seconds as people clamored to buy. Our goal was to raise awareness and expose the hidden risks and dangers of over-sharing. The massive sharing and re-tweeting resulted in 78 million social impressions in hours, turning an unknown issue into a top news story with another 160 million PR impressions. We made a generation of overs-sharers stop and reconsider their current insurance provider, and our 85+ year-old traditional brand became instantly relevant in a modern world.