Allstate's March Madness Play Includes Snapchat Ads and Real-Time Tweets

Social campaign pits Buzz Aldrin against Dick Vitale

March Madness is in full swing, and with it comes a bevy of brands including Allstate, Coca-Cola and Kia that are already in on the action.

While Twitter will likely dominate most of the social buzz around games, marketers like Allstate are moving some of the chatter to Snapchat with the app's Live Stories section, which groups together photos and videos from events. The insurance company is running ads within the March Madness Live Story as part of its annual March Mayhem campaign.

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