Monday, June 16, 2014

Allstate Brings Mala Suerte Campaign to Twitter

NORTHBROOK, Ill. – June 13, 2014 – For the past four years, Allstate’s Mala Suerte has personified the vulnerabilities and bad luck that come with not having the right protection using various marketing channels such as TV, radio and online. This summer, Mala Suerte is joining Allstate's soccer program and tapping into the passion and national pride associated with soccer fans around the world.  Through the launch of the new @SoyLaMalaSuerte Twitter handle, Mala Suerte will insert "itself" into conversations and friendly banter that take place between fans of rival teams competing in this summer’s biggest matches.

“When compared with other professional sports, soccer is No. 1 among Hispanic Americans,” said Georgina Flores, vice president, Integrated Marketing Communications. “It’s a passion – almost a religion. Superstitions and rituals play a big part, especially in a World Cup year. Nobody wants ‘bad luck’ around their team, but wish it on their rival teams. So, we put a new twist on our popular character.”
Allstate has been a strong supporter of soccer for many years – a sport that requires preparation and teamwork to be ready for unexpected bad luck and adversity. 

By integrating Mala Suerte, Allstate is able to enhance the fan experience around the upcoming matches in Brazil.  Followers of @SoyLaMalaSuerte can show their passion and alliance to their teams by requesting to send Mala Suerte using #EnviaMalaSuerte to any team leading up to and during this summer’s matches, but the ultimate decision is up to Mala Suerte. 

“In 2010, the largest social media conversation of the year centered around World Cup content,” said Flores. “We decided to launch Mala Suerte’s Twitter handle because we want to be part of the conversation our consumers are engaging in.”

From kickoff to the final whistle, fans following @SoyLaMalaSuerte can take to Twitter to tell Mala Suerte what to do to their team’s rivals as matches are taking place. Mala Suerte will capitalize on the real-time events by live tweeting unexpected moments of bad luck he has afflicted on rival teams at the request of devoted soccer fans.

With more than 200 thousand Facebook fans, Mala Suerte’s been known to take credit for “the branch that falls on your parked car" or for being the "scoreboard that’s having technical difficulties in the last 30 seconds of the game." Flores adds that, "Given the real-time nature of Twitter, the platform is a natural fit for unexpected moments of bad luck which may or may not have been caused by @SoyLaMalaSuerte."

The campaign was created in partnership with long-time ad agency partner, Lapiz.  For more information, fans can follow @SoyLaMalaSuerte on Twitter and Facebook or visit MiAllstate.com/MalaSuerte.

About Allstate®

The Allstate Corporation (NYSE: ALL) is the nation’s largest publicly held personal lines insurer, protecting approximately 16 million households from life’s uncertainties through its Allstate, Encompass, Esurance and Answer Financial brand names and Allstate Financial business segment. Allstate is widely known through the slogan “You’re In Good Hands With Allstate®.” The Allstate brand’s network of small businesses offers auto, home, life and retirement products and services to customers in the United States and Canada. In 2013, The Allstate Foundation, Allstate, its employees and agency owners gave $29 million to support local communities. Allstate employees and agency owners donated 200,000 hours of service across the country.

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