In an effort to educate teens about the dangers of text messaging while driving,Allstate’s agency, SS+K enlisted Neverstop to produce an offline & online social media campaign
In an effort to educate teens about the dangers of text messaging while driving, Allstate’s agency, SS+K enlisted Neverstop to produce an offline & online social media campaign. The campaign was centered around a 32 city nation-wide tour that took a custom wrapped Airstream trailer and a 16 foot banner to youth-oriented locations and events throughout the country in order to collect thumbprint pledges from teens as a promise to themselves, their friends, and family, not to text while driving. Neverstop’s unique hi-res photo kiosk snapped pictures of participants and drove traffic to Allstate’s “X The Text” Facebook page, where users tagged themselves, shared photos, and engaged in an ongoing dialogue.
The first tour was so successful that Neverstop was enlisted to produce 3 more subsequent tours, one of which involved going on the road with Jordin Sparks of American Idol fame during her “Battlefield” tour, and another teaming up with The Jonas Brothers to activate during their “Road Dogs” softball games that took place in-between each of their tour stops. Over the course of the year, the tours hit over 75 stops, took the number of fans on Allstate’s facebook page from 2,000 to over 120,000 and garnered an unprecedented 900 million media impression.
