With limited attendance in 2020, Allstate created the #GoodHandsChallenge as a way to extend their legendary sponsorship of nets behind stadium goal posts to fans across digital channels. Using influencers and videos posted on social platforms, the #GoodHandsChallenge encouraged fans to send in videos of themselves flicking paper footballs through uprights.

Allstate partnered with Learfield IMG College and MogoSME to create and deliver content for key weekly matchups that resonated with these passionate fans. The results were 3x the industry standard for brand awareness lift with an engagement rate 1400% over Instagram’s benchmark.