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Social Savvy Burglar

Award: Graphite Pencil

Graphite Pencil / Integrated & Innovative Media / Integrated / 2015

People love using social media to tell the world where they are. But in the wrong hands, this information could be dangerous. 78% of burglars now use social media to find their targets. Allstate wanted to raise awareness of this modern insurance vulnerability. So, Leo Burnett Chicago made an example of one real oversharing couple during a highly-anticipated game of American college football. Shortly after kickoff, a social media-savvy burglar appeared in their home and started selling everything. The event unfolded in real time, integrating TV commercials, a synchronised stream of social content, and an e-commerce site where the burglar sold nearly 300 household items at rock-bottom prices. The message was received. During the game, #MayhemSale was Twitter's top trending topic worldwide. And the dangers of oversharing became national news.

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