Allstate Pits ‘Lucky’ the Black Cat Up Against World Cup Finalists

AllState - Envia mala suerte

After 30 days and 62 games it comes down to Germany vs Argentina for the 2015 Word Cup today in Brazil.

Throughout the World Cup AllState’s Spanish spokes guy Mala Suerte (a Spanish version of “Mayhem”) has been providing soccer fans with the opportunity to send bad luck to rival teams by using the #EnviaMalaSuerte on Twitter.

AllState has been highlighting bad luck events within the games, including Bosnia scoring a goal in their own net and Germany’s 7 goal drubbing of Brazil in the semi-finals.

For the final game, AllState is stepping things up by bringing in a black cat, ironically named Lucky, to deliver a final dose of bad luck to one of the teams. Leading up to the game fans can tweet which team they want to wish bad luck to along with the campaign hashtag. You can see where things stand with the live video feed.

Each tweet will drop a pellet of cat food into the food bowl sitting in front of each country’s flag. An hour before the big game, Lucky will get to make his choice of which bowl to eat from, delivering bad luck on behalf of rival fans.

The campaign was created by Lapiz, in partnership with Leo Burnett Interactive.

[via Ad Week, Marketing Daily, Leo Burnett Portada]

United States

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