Using its mobile app, which is available to everyone and not just Allstate customers, the insurance company is planning on making the roads a little safer this year. The car rescues will cost only $2 on the day before Thanksgiving.

“Approaching one of the busiest travel days of the year, we are excited for the ways the Good Hands Rescue app can help keep people protected and on the go when it matters the most,” Pam Dufour, Allstate Roadside Services president. “We want to help drivers get to their holiday destinations efficiently and safely, and at almost no cost.”

Good Hands
The holiday season is one of the busiest travel times of the year and more than half of all millennials in the country will be on the road. Add to the heavy traffic the possibility of inclement weather and you are left with a recipe for potential car emergencies on the road.

Allstate is responding with a new promotion centered on its Good Hands Rescue app, a mobile app that lets customers order emergency car rescues, including a tow truck, to come and help them when their cars break down.

On the day before Thanksgiving, when travel density will be at its peak, Allstate will offer car rescues from the Good Hands app for just two dollars.

The app makes use of GPS so customers can automatically share their location with the emergency service provider. The app will also communicate with customers and update them on where their tow truck is and when it will arrive.

Millennial drivers
The promotion is meant to cater to millennials who will be overwhelmingly on the roads this holiday season but have less experience with car maintenance than other age groups. Allstate cites research that shows that 75 percent of millennials have never changed a tire.

This means that millennials as a demographic are particularly vulnerable to car trouble and may be in special need of emergency service.

The two-dollar car rescue promotion is meant to both offer a cheap, easy way to get out of a bind and to target millennials on the device they are most at home with – mobile.

The move comes as part of Allstate’s larger plan to provide more value to users through its mobile offerings (see story).

With the promotion to offer cheap roadside emergency maintenance through the mobile channel, Allstate is continuing that campaign as well as opening it up to a younger generation.

“Whether you have roadside coverage or not, the Good Hands Rescue app is available at your fingertips if you find yourself in the middle of a roadside emergency. It’s a great way to give younger drivers and others the convenience that comes with a mobile app.”