Insight: Soccer fans make all kinds of outrageous promises to ‘help’ their team win. But they don’t always fulfill them.
Idea: Allstate Insurance decided to use the personification of
misfortune, Bad Luck, to make sure fans kept the promises they made.
We sent Bad Luck to all the games of the 2017 Gold Cup.
He collected real promises, from real fans on camera.
After every game, Bad Luck posted a video showing a fan of the winning team fulfilling his promise.
For the final, we decided to choose among all the promises we received organically on Bad Luck’s page,
and picked a fan to fulfill his promise on Facebook Live the day after the big game.