Allstate’s Mayhem Is Fiddling With Vine While Brackets Burn

Every upset is cause for celebration

Sports sponsorships rarely equate to more than some choice ad placement and logo saturation. But Allstate and its agency, Leo Burnett, are definitely making the most of the company's partnership with March Madness.

In a campaign called March Mayhem, the official NCAA tournament sponsor is trotting out its likably loathsome ad character to Twitter, Facebook and Vine, where he delights in the millions of brackets broken by unexpected wins like No. 10-seeded Stanford defeating No. 2 Kansas and 12th-seeded North Dakota State winning big over No. 5 Oklahoma.

Read more about the effort in our Q&A with Pam Hollander, Allstate's senior director of integrated marketing communications, and check out some of Mayhem's better Vine installments below.

Please note: Firefox seems to have trouble playing Vine embeds, so we recommend using Chrome, Safari or another browser.