If anyone doubts how dramatically social media have changed the rules of the insurance marketing game, look no further than the recent flap about an Allstate TV commercial that's gotten more heat than a wardrobe malfunction during the Super Bowl.
For years, insurance companies have publicly patted themselves on the back over jobs well done during disasters. Claims closed, houses rebuilt–it's all the stuff of dramatic TV commercials, complete with sweeping music and square-jawed insurance adjusters tramping resolutely through the rubble on behalf of their customers.
And viewers seem to like it: we recently ran a slideshow on some of the most popular TV commercials, and Allstate's Hurricane Sandy campaign came in third in a list of 10.
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