World Cup Marketing: How Allstate enables Fans to send “Mala Suerte” to rival Teams

Portada interviews Georgina Flores, Director of Integrated Marketing Communications for AllState Insurance, about the current #SoyLaMala Suerte World Cup campaign. As Director of Marketing at Allstate Corporation, the largest publicly-held insurer in the U.S., Georgina Flores is responsible for  marketing and Multicultural marketing strategy and communications.

Mexico ya perdio #SoylaMalaSuerte a user posted on Twitter last week when Mexico lost its World Cup playoff match against the Netherlands. Other Twitter users are using the hashtag #EnviaLaMalaSuerte (translated: "Send bad luck" to wish bad luck to teams at the World Cup. For example, Twitter user Arturo Mejia just tweeted to his followers that they should send bad luck to the Netherlands (Holanda) for its Wednesday semifinal match against Argentina:

Georgina Flores, Marketing Manager, AllstateFor the past four years, Allstate’s Mala Suerte has personified the bad luck that can come with not having the right protection. Now, with soccer’s biggest event at stage, the @SoyLaMalaSuerte Twitter handle is providing devoted soccer fans the opportunity to send bad luck to rival teams competing in this summer’s biggest matches. Through spontaneous appearances, @SoyLaMalaSuerte is taking ownership of bad moment events in real-time, like Brazil and Bosnia's autogoals, tweeting to the delight and frustration of fans and followers."The new @SoylaMalaSuerte campaign is being supported by organic and paid Twitter campaigns", Georgina Flores, Director of Marketing at Allstate (photo right) notes. Other paid media components also include TV, digital and print. See the online video and TV spot below:

The campaign also has a print component: The Mexican National Team game program book and and on-site messaging at Mexican National Team matches that took place in Chicago and Boston in early June. "All Mala Suerte/Hispanic soccer social media content is custom developed for the program and in many cases, is executed in real-time. We partnered with Lapiz/Leo Burnett and together we manage the social media pages, including supporting @SoyLaMalaSuerte’s real-time social activation around the World Cup," Flores asserts.

Language?

#SoyLamalaSuerte

Does @SoylaMalaSuerte or #Envialamalasuerte not restrict the usage of the hashtag to only Spanish-dominant Hispanics as it is written in Spanish?
"We don’t have any restrictions on language use of #EnviaMalaSuerte. We have been receiving tweets in English and in Spanish with the hashtag from people who want Mala Suerte to send bad luck to their rival teams and Mala Suerte has been responding to them regardless of language used," Flores answers.

 

This is the second of a series of articles about how Fortune 500 companies are leveraging the World Cup in their Marketing Campaigns. The first article was How Chevy leverages Soccer Passion for its new Hispanic campaign.
DOWNLOAD Portada's 2014 Soccer Marketing Guide compiled in partnership with Soccer.com and AC&M Group.


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