The campaign could have been effective if that was all Allstate did for the commercial. However, they took it one step further. Allstate created a real website, where Mayhem put a bunch of household items he had stolen up for sale, Ebay style. Individuals could actually go online and buy a tv, a lamp, rugs, etc that Mayhem had "stolen" from the couple. The campaign was extremely successful, increasing Allstate's Mayhem Twitter following, and getting millions of impressions on Mayhem's Facebook page. All of this presumably leading to a bump in new business for Allstate.
How could a similar campaign be created in Higher Ed? Could a school create a fundraising site, where specific spots on campus are available to "purchase", like a monopoly board? Could a student's dorm room have price tags affixed to different items that a donor could then make a donation to fund?
Allstate was at the forefront with a unique marketing idea that drove potential customers to pay attention to the company's message, and then motivated the customers enough that they visited a micro-page for the company as well. What can higher ed organizations do to create the same level of encouragement?