Allstate, the title sponsor of tonight’s BCS National Championship Game, is trying to get a little social media mileage out of its sponsorship dollars with the Allstate Championship Challenge on Facebook.
The Challenge part of the app is to predict the plays that occur during the game. Well, it seems to be less about predicting plays individually and more about answering simple questions like “Who will win the coin toss?” “Who will score first?” or “Will there be a blocked kick?” This is clearly the smarter route given how limited their audience would be if the game required in-depth football knowledge.
Regardless of the interaction type, the goal seems to be to get fans to engage the app before and during the game. It will be interesting to see if/how this effort is supported on the telecast to drive viewers to play the game.
The prediction game part is cute, but not overly creative or innovative. The hook is the sweepstakes aspect of the app. Allstate is randomly giving out some pretty cool prizes like trips to Miami and New Orleans, college football tickets, home entertainment systems and gas grills.
Interestingly, winning a prize is not related to a user’s success in the prediction game and they make a point of saying that. I don’t believe tying the two together would be a direct violation of Facebook’s promotions guidelines, but I am guessing that doing so might be considered a form of gambling.
So, what do you think about this promotion? Do you think a simple sweeps app like this is the best social way for Allstate to capitalize on their National Championship sponsorship?