In addition to the grand prize, consumers can win weekly prizes. The sweepstakes runs through Nov. 30.

“Allstate’s 60 Seconds of Mayhem sweepstakes was created to generate awareness for the various product lines that Allstate insures, including auto, home, motorcycle, boat and RV,” said Pam Hollander, director of sponsorship marketing for Allstate, Northbrook, IL.

“Based on Allstate’s deep involvement with college football, this promotion is a fun way to engage fans and show them not only how Allstate shares their interests, but is also there to protect what’s important to them in life,” she said.

Allstate Insurance is an insurer that serves 16 million households in the United States and Canada.

Touch down
The campaign lets consumers enter to win the sweepstakes weekly by texting a keyword to the short code 25788 while in-stadium at 21 Allstate partner college universities, which include campuses in Florida, Louisiana, Texas, Oklahoma and Colorado.

During football games, consumers are prompted to given specific codes to text in to enter to win on in-stadium screens.

Football fans can also enter on www.allstatecfb.com.

One grand prize winner will receive a 2012 Buick Regal GS and a trip for four to the 2011 Allstate BCS National Championship in New Orleans, LA.

“Allstate prides itself on protecting more than just our customers’ vehicles, so our additional product lines are featured by the promotion’s grand prize elements,” Ms. Hollander said.

The winner will then compete in-stadium to win a prize pack containing a motorcycle, RV, boat and $30,000 gift card to a home improvement store by trying to kick a field goal at the event.

Additionally, consumers can win weekly prizes from AllState, which include gift certificates, digital cameras and grills.

Sporting spirit
Allstate is the latest company to capitalize on sports fans by capturing them in-stadium – a place where they are naturally tied into their mobile devices and the game.

The campaign is also honing in on a specific demographic with college-aged audiences.

In addition to entering the contest via mobile or online, consumers can sign up for the sweepstakes at locations on the Allstate Tailgate Tour, which travels across the country during football season to college campuses during game days.

Most recently, ESPN and foursquare teamed up to bring check-ins to sporting events (see story).

“With explosive growth in smartphone adoption and shifts in consumer behaviors, we’re building mobile into our marketing and customer service programs to engage with prospective consumers and build relationships with current Allstate customers,” Ms. Hollander said.

“For our sports and sponsorship programs specifically, mobile adds another touch point and gives us a new way to engage with fans in-venue, encouraging participation in sweepstakes and other on-site activations,” she said.

Final Take
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York