As part of its comprehensive programme targeting teenage drivers, Allstate has developed a series of specially commissioned games and videos. These include a teen soap opera series, “The Lines”, of which there are multiple episodes. As Allstate describes it, “our first-ever live action web series is way more than just compelling drama. It also helps teens make smart decisions behind the wheel.”
As customers spend more and more time online, video as a customer engagement tool is increasingly becoming an effective marketing tool for insurers. Allstate has seen a need for a teen driving program and leverages the video channel to better engage with its prospective and current teenage customers. Through “The Lines” series, Allstate aims to give consumers what they want, when they want through the channel of their choice. Lines also helps Allstate connect to its customers and create a personal and relevant dialogue with them.