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Esurance Super Bowl Giveaway: Real-Time Marketing Triumph or Tragedy

Football-TwitterIt’s no secret that one of the best parts of the Super Bowl is the commercials. Advertisers know that if their brand is going to be seen by millions of people (111.5 million this year); the commercial has to be original and emotive. However, it seems that the most popular commercials in the past few years have taken the unconventional route and used Twitter, a relatively new form of social media. Last year, Oreo received high praise for tweeting “You can still dunk in the dark” when the power briefly went out at the Superdome. This tweet garnered 10,000 retweets in one hour, and left us all wondering if this was the new wave of high profile marketing.

This year, Esurance took a shot at social media marketing. Instead of buying an ad during the Super Bowl, they chose to show their commercial immediately after the end of the 4th quarter.

Esurance decided to save that money, just as they hope to do for their customers. John Krasinski, a familiar face and charming spokesperson, explained that if you published a tweet using the hashtag #EsuranceSave30, you were eligible to win the money they saved from not purchasing a Superbowl ad, a whopping 1.5 million dollars.

Esurance is certainly receiving the attention it desired, and is getting some of the best post-Super Bowl commercial coverage.  In the first minute after the commercial aired, they received 200,000 tweets. By Monday, they received 2.391 million.  Tweeters can enter as many times as they please, and the winner will be announced Wednesday night on Jimmy Kimmel Live.

Continue to read on our blog: Esurance Super Bowl Giveaway: Real-Time Marketing Triumph or Tragedy
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This entry was posted on February 5, 2014 by in online marketing, Social Media and tagged , .
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