The Allstate Foundation is an independent, charitable organization that recently conducted a national survey of teen driving attitudes and behaviors. In 2006, Allstate and Edelman created a teen-to-teen movement, Keep the Drive, designed to harness the power of peer influence to help teens make responsible choices when in a car as a driver or passenger. The program provided teens with tools to initiate smart driving conversations in their communities and online, and encouraged them to sign a commitment to drive smart and keep their keys, car, friends, fun, future, and freedom.

Allstate and Edelman worked with MySpace.com to build a custom profile for Keep the Drive at http://www.myspace.com/keepthedrive, which leveraged the fun, carefree look and feel of the Keep the Drive website. Advertising space was purchased on MySpace.com so that Keep the Drive would appear as a featured profile on the home page. Profile content included an open forum, a comment section, and a safe driving quiz. Edelman monitored the open forum each day for inappropriate posts containing inappropriate language or discussions, and negative comments about the Allstate brand. Our team also screened potential friends, accepting those who were the right age and had clean profiles, and denied and removed friends with inappropriate profiles.

In the first month of the campaign, the Keep the Drive MySpace.com profile attracted nearly 900 friends. Almost 2,000 MySpace.com visitors took the Keep the Drive quiz. Nearly 40% of those who completed the quiz answered all of the questions correctly. The Keep the Drive MySpace.com profile received more than 28,000 unique visits. Profile visitors averaged 4 page views per visit, indicating that they were actively engaged with the campaign!

Credit Information
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Client: Allstate
Agency: Edelman
Budget: Undisclosed
Date of Campaign: 2006
Contact Name: Alexandra Levit
Case Study URL: http://www.myspace.com/keepthedrive