"Every day, people fill social media with seemingly harmless posts. But the more people overshare, the more they put their homes at risk of burglary. In fact, we discovered that 78 percent of burglars are using social media to find their next target. As a brand that exists to protect people from life's vulnerabilities, Allstate set out to protect everyone by making this issue well known. So on New Year's Day, we took over one of the most highly anticipated college football games in history and held the Mayhem Sale. We found one real couple of oversharers, Matt and Shannon, and while they were away at the Sugar Bowl, we made an example of them in front of an audience of millions. Shortly after kickoff, Allstate's Mayhem showed up on TV in what appeared to be their house and started selling their 'possessions' in a real-time social media fire sale."