Allstate’s character “Mayhem” is taking over your social media feed in a new series of online ad placements and making you think about the safety of posting your every move online. Something most people are far too guilty of. The campaign, which debuted nationwide on New Year’s Day, was created by Leo Burnett. In the ads, Mayhem is a burglar who finds targets on social media based on their travel plans. Mayhem describes himself as a “nerd burglar,” stalking the social media feeds of people and in the tv spot, breaks into a couple’s home while they’re away and sells their stuff on the internet in an online sale with “Mayhemically-reduced” prices.

The campaign taps into a real-life issue of social media-savvy burglars. Ad Age reported on this just this week and cited the following figures. A 2011 U.K. study by Friedland, a home-security company, found that 78% of burglars admitted to using social media to find targets. And more than $16 billion a year is lost in property crimes, according to a 2013 FBI report.

Adding to the interactive and fun factor of the new spots is the fact that the couple in the ad is real, as is the website where you can buy their stuff. During the bowl game, Allstate’s site was receiving a staggering 8,000 hits a second.

Allstate used real people in the campaign, a first, in order to make the ads relatable. Allstate discovered Matt and Shannon Moskal, who are both 25-years-old and who actively overshare on social media, through a market research study. Allstate enlisted their help for the campaign and believe it or not, even built a replica of their home and used many of their belongings for the ads. The Moskals are actual Allstate customers.

“We’re not saying don’t use social media,” said Pam Hollander, VP-integrated marketing communications at Allstate. “We’re saying use it smartly. There are people out there posting everything about their lives and they leave themselves vulnerable.” In other words, take the protection of your home into your own hands and be safe.

The story of the Moskals was portrayed over eight ads that premiered during the Allstate Sugar Bowl. The spots drive to an actual e-commerce site developed by Allstate where people could buy replica items from virtually every room in the Moskal’s home, including a blender, TV, weed wacker and their car for “Mayhemically-reduced” prices. Social media is a big part of Allstate’s Mayhem creative too with ads appearing in Facebook feeds. Mayhem, who started tweeting last year, also tweeted about the “sale” on his various social profiles for an added fun factor and to bring the character of Mayhem to life.

To add to the cool factor the campaign also has a public service aspect, called Project Aware Share, which aims to teach people how to be safe on social media. As Ms. Hollander said, “The whole intent of the campaign is to launch into what we’re calling ‘Project Aware Share’… educating people about what they can do to be smarter about having the right home protection”

Allstate’s Mayhem has distracted drivers on the road since 2010 with fun spots featuring terrorized homeowners and distracted drivers and serves as a reminder that it’s important to have the right insurance when things go wrong.

Allstate Corp. spent $486 million on U.S.-measured media for the Allstate brand in 2013 according to the Ad Age DataCenter.