How Esurance's $1.5 Million Giveaway Won The Super Bowl Post-Game [THE BRIEF]

Good morning, AdLand. Here's what you need to know today:

The Super Bowl is over. We made it, everyone! We'll probably be chatting about the game for the rest of the morning, but then it will be back to business as usual here at Business Insider Advertising. If there's a topic you think we should be delving into, feel free to send me an e-mail at ataube@businessinsider.com (no obvious self-promotion or PR pitches, please).

Esurance might have won the Super Bowl from a social media perspective by airing the first ad after the Super Bowl. In it, actor John Krasinski explains that the online car insurance company saved $1.5 million by airing its commercial after the game instead of during it, and had decided instead to give that $1.5 million to a lucky person who tweets #EsuranceSave30. Naturally, my Twitter feed was full of the hashtag in the moments following the game:

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Digiday counted down the top five real-time marketing moments of the Super Bowl, with @DiGiornoPizza getting the nod for the best branded tweet of the night.