Esurance Passes Savings on to Superbowl Viewers And Scores
And it was one of the few passes that wasn’t intercepted by the Seahawks.
Esurance created a lot of buzz by purchasing the first 30-second time slot right after the big game – a move that turned out to be even riskier since many fans, particularly orange-clad fans, tuned out of the disappointing game early. But in a brilliant media placement strategy, the effort underscored the companies promise to consumers.
The spot featured John Krasinski, best known as Jim Halpert from The Office. He explained that by buying a time slot after the big game, the insurance company saved about 1.5 million dollars – roughly 30% – which is about what people can save on their car insurance by switching to Esurance. It was a clever comparison, but where the ad really stood out was their use of Twitter. The ad promised to give away the $1.5 million to a randomly selected fan who tweeted using the hashtag #EsuranceSave30.
Anyone who tweeted before 4:00 am this morning is eligible to win. John will be appearing on Jimmy Kimmel to announce the winner later this week.
But did the company get a super return on their super investment? According to the insurer, their Twitter following is up 1100% and they have been a trending topic for days. Seems like a pretty big deal.
http://www.youtube.com/watch?feature=player_embedded&v=WgOkWDum1-s
