How did Esurance win the Super Bowl ad blitz?
Dive Insight:
- Esurance's post-Super Bowl ad — the first aired after the big game — won the "Conversation Bowl" with over 500,000 mentions on Twitter — the most of any brand that advertised during the game.
- Choosing to run an ad after the Super Bowl ended was a move that saved the insurance company $1.5 million dollars, which it decided to award to a Twitter follower using the hashtag #EsuranceSave30.
- As of the latest tally on Monday, the brand received over one billion impressions and over two million tweets — 200,000 of which occurred in the first minute after the ad aired.
Dive Insight:
The idea of giving away a bunch of money is so simple, and it's not surprising to see that the tactic worked. It's a safe bet that most Super Bowl viewers will still have their screens on after the game is over. After this success, what wouldn't be surprising is the spot after the Super Bowl becoming more coveted by brands and seeing a sticker price increase as a result.
