Allstate Lines Up 3 on 3 Hoops Tourney

CHICAGO Duke basketball coach Mike Krzyzewski and Syracuse University’s Orangeman mascot provide support to ordinary players in a new advertising campaign from Leo Burnett for Allstate’s Alumni 3 on 3 Classic Basketball Tournament.

In one television spot from the Chicago-based Publicis Groupe agency, Krzyzewski congratulates a group of pick-up basketball players after they re-enact Christian Laettner’s buzzer-beating shot for Duke against Kentucky in the 1992 NCAA championship game. In the second spot, the Orangeman offers a massage to a tired fan watching a college game in his living room.

The campaign, which also includes print, radio and online, is meant to spur registration at the company’s Web site, www.allstate3on3.com.

The tournament, sponsored by the Northbrook, Ill., company in association with College Sports Television, gives graduates of accredited universities a chance to win $10,000 for their institution’s alumni association. Regional games will take place in Charlotte, N.C, San Francisco, New York and Chicago, while the finals will be played in St. Louis, coinciding with the NCAA Final Four tournament. The games will be broadcast on CSTV.

Spending on the program was not disclosed. Allstate spent nearly $230 million on all advertising from January through November of last year, according to Nielsen Monitor-Plus.