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

Social campaign pits Buzz Aldrin against Dick Vitale

Headshot of Lauren Johnson

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.

It's the first year that Snapchat is making a big push to get people to watch recaps and clips from the NCAA Men's Basketball Tournament, and the app is running Live Stories for both individual games and a bigger March Madness-themed one.

In addition to Snapchat, Allstate has pitted former astronaut Buzz Aldrin against longtime sportscaster Dick Vitale to pick the perfect bracket with a campaign that plays out on Twitter.

"Statistically speaking, you have a better chance of becoming an astronaut than picking a perfect bracket," Aldrin told Fox News in an interview.

Both celebs are tweeting their reactions to games in real-time with sponsored posts. Take a look at how the rivalry is playing out on Twitter and Periscope below.

Finally, Allstate's "Mayhem" character—played by Dean Winters—is tweeting out a series of funny GIFs and videos poking fun of how obsessive people get over their March Madness brackets.

@laurenjohnson Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.