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Mayhem in social media

Author

Listed:
  • Leonhardt, James M.
  • Johnston, Savannah

Abstract

This paper recounts Allstate’s transition from traditional to social media marketing, including its use of the brand character, ‘Mayhem’. Allstate maintained a dual-brand presence by having separate social media accounts for its brand and brand character on platforms such as Twitter and Facebook. Although Mayhem’s popularity varied across platforms, the addition of the character to Allstate’s social media presence resulted in significant increases in popularity for both the brand and Mayhem. This paper identifies factors potentially affecting the success of brand characters in social media. It closes with a discussion on managerial implications that includes three key points for managers to consider when using a brand character in social media.

Suggested Citation

  • Leonhardt, James M. & Johnston, Savannah, 2015. "Mayhem in social media," Journal of Digital & Social Media Marketing, Henry Stewart Publications, vol. 2(4), pages 358-365, February.
    • Handle: RePEc:aza:jdsmm0:y:2015:v:2:i:4:p:358-365
    as

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    More about this item

    Keywords

    social media marketing; insurance marketing; brand characters; Twitter; Facebook;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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