You could say that last night’s Super Bowl was anything but a close call as Seahawks crushed the Denver Broncos 43-8. In typical Super Bowl fashion, many advertisers paid about $4 million a pop for a 30-second commercial during the game. That’s $133,333 per second! From Volkswagen to Budweiser, advertisers put on their game face and dressed to impress. This year’s Super Bowl was ranked the fifth most-watched Super Bowl game ever as millions of people tuned in.
In a act of sheer advertising brilliance, Esurance decided to purchase a commercial slot immediately following the Super Bowl saving “about 30 percent” to advertise how Esurance can save you about 30 percent. That’s not even the most genius part of their advertising campaign. They decided to give away the $1.5 million to someone random on Twitter through their Esurance Twitter Contest. All you had to do was tweet the hashtag #EsuranceSave30. That’s the biggest monetary giveaway ever to happen on Twitter. In addition, this is giving them tons of brand awareness and putting their name on Twitter more times than we can even count. At the end of 2014, we will definitely see the highlights from this campaign as one of the most trending hashtags on Twitter for the year.
John Krasinski, famous for his role as Jim on The Office, has been doing voiceovers for Esurance commercials since 2011. He appeared for the very first time in the ad announcing the sweepstakes. Krasinski says, “Just tweet hashtag #EsuranceSave30 and they’ll give all of this to one of you,” motioning to a giant block of cash casually topped with chips, salsa, and guacamole.
Anyone who uses the hashtag between 4pm (eastern time) Sunday and 4am Tuesday morning will be eligible. Every tweet counts as a separate submission and Twitter users can tweet as many times as they want, as long as they have a public account. The winner will be announced on Jimmy Kimmel Live! on Wednesday night.
Why is this so genius? Although Super Bowl ads are some of the most-anticipated and most-watched ads, brands must stand out to create a buzz. Sometimes brands stand out by connecting with viewer’s emotions or exhibiting a fresh sense of humor. Maybe it’s America’s guy-next-door offering cold hard cash just for moving your thumbs. In some ways, Esurance hacked the system by paying less for air time while the majority of viewers were still watching and… people are still talking about it a day later.
This hashtag contest has definitely made Esurance a household name. If you have a twitter account, there’s no way that you have not seen the hashtag in your feed today. It’s all over the news, the internet, blogs, and therefore, you can most certainly expect that it’s in front of people. There’s always a commercial or two that is talked about for days after the big game, and this game, Esurance takes the cake. Esurance stated that the ultimate goal of the campaign was to raise brand awareness and we are thinking today they are feeling like this was a successful campaign indeed.
According to Esurance spokesman Danny Miller, the contest had already received 2 million entries in less than 24 hours. 200,000 of the tweets came in the minute after the post-Super Bowl commercial aired. There have been over 1 billion impressions already. #EsuranceSave30 was the top trending topic in the United States through much of Sunday night and Monday morning. The company’s Twitter following has also exploded, growing from 8,900 to more than 110,000.
We especially loved how they didn’t overthink the campaign. They kept it simple. They said that related back to their overall brand. Esurance is a simple company so a complicated campaign just wouldn’t match up with their brand culture.
Our question to you is, next time you need insurance are you going to call Esurance? Probably, and I can bet they spend a lot less on advertising than Gieco does and that folks, was a fantastic marketing stunt.
So, get to tweeting! #EsuranceSave30
Here’s the original commercial:
Get Your Nice Swag On.