Fabio Seidl
Group Creative Director at 360i
New York, 美国
标题Envia Mala Suerte
广告公司
广告战役 Mala Suerte - by LAPIZ USA
广告主 Allstate
品牌 Allstate
首次发布日期 2014 / 6
行业领域 保险
广告口号 Better call an Allstate Agent and protect yourself from Bad Luck
剧情简介 Allstate has been a strong supporter of soccer for many years – a sport that requires preparation and teamwork to be ready for unexpected bad luck and adversity. Allstate is able to enhance the fan experience around the upcoming matches in Brazil by integrating Mala Suerte (bad luck) in a campaign created by Lapiz USA. Followers of @SoyLaMalaSuerte can show their passion and alliance to their teams by requesting to send Mala Suerte using #EnviaMalaSuerte to any team leading up to and during this summer’s matches, but the ultimate decision is up to Mala Suerte. 
From kickoff to the final whistle, fans following @SoyLaMalaSuerte can take to Twitter to tell Mala Suerte what to do to their team’s rivals as matches are taking place. Mala Suerte will capitalize on the real-time events by live tweeting unexpected moments of bad luck he has afflicted on rival teams at the request of devoted soccer fans. With more than 200 thousand Facebook fans, Mala Suerte’s been known to take credit for “the branch that falls on your parked car" or for being the "scoreboard that’s having technical difficulties in the last 30 seconds of the game."
Georgina Flores, vice president, Integrated Marketing Communications said, "Given the real-time nature of Twitter, the platform is a natural fit for unexpected moments of bad luck which may or may not have been caused by @SoyLaMalaSuerte."
For more information, fans can follow @SoyLaMalaSuerte on Twitter and Facebook or visit MiAllstate.com/MalaSuerte. 
哲学 From kickoff to the final whistle, fans following @SoyLaMalaSuerte can take to Twitter to tell Mala Suerte what to do to their team’s rivals as matches are taking place. Mala Suerte will capitalize on the real-time events by live tweeting unexpected moments of bad luck he has afflicted on rival teams at the request of devoted soccer fans. 
问题 “In 2010, the largest social media conversation of the year centered around World Cup content,” said Flores. “We decided to launch Mala Suerte’s Twitter handle because we want to be part of the conversation our consumers are engaging in.” Through the launch of the new @SoyLaMalaSuerte Twitter handle, Mala Suerte will insert "itself" into conversations and friendly banter that take place between fans of rival teams competing in this summer’s biggest matches. 
结果 During the first game of the World Cup #eviamalasuetre became the number 2 trending topic on Twitter as a result of the social media strategy. 
媒体类别 电视
长度
首席创意官
执行创意总监
创意总监
Associate Creative Director - Art
Associate Creative Director - Copy
美术指导
文案
Junior Art Director
VP Account Director
客户主管
客户主管
客户主管
广告公司制片
Planner
Director, Strategy
Junior Strategist
Community Manager
Director, Landia
Editor - Monster GC
VFX - Filmworkers
Audio Engineer - Earhole Studios
音乐
VP Creative Art Director - Leo Burnett Interactive
Copywriter - Leo Burnett Interactive
Art Director - Leo Burnett Interactive
Agency Producer - Leo Burnett Interactive
EVP, Managing Director - Media
VP, Account Director - Media
Associate Media Director - Media
Media Supervisor
Media Associate
Media Associate

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