#EsuranceSave30: A Lesson in Social Media

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Everyone loves to talk ads when it comes to the Superbowl, and this year was no different. Even though the game was studded with great commercials alike, the most action came after the game, with Esurance’s #EsuranceSave30 Twitter campaign.

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The premise of Esurance’s now-famous hashtag was for the insurance company to save money by airing a post-game commercial. Since ad time becomes 30% cheaper, Esurance would give away this savings of $1.5 million to a randomly selected person who tweeted #EsuranceSave30 between Sunday and Monday night. A minute after the post-game commercial was aired, 200,000 tweets had been sent containing the hashtag #EsuranceSave30. The sheer amount of people who watched the Superbowl, combined with curious Twitter users who simply wanted to join the hype, pushed the hashtag into the top 10 trends in the US twittersphere.

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There was a lot of discussion surrounding Esurance’s ad campaign because of how simple it really was. Any one of the millions of Twitter users was eligible to enter the sweepstakes, given that they used the hashtag and had a public account. To me, this seemed too simple— how could they let anyone win? This simplicity, however, made it easy for millions to enter the contest, and even if you didn’t join the odds and tweet a hundred times, the hashtag got you thinking about Esurance. Esurance’s ad campaign painted them in a good light, as a nice insurance company that just wanted to pay $1.5 million forward. By choosing to launch their campaign on Twitter, Esurance took full advantage of consumers’ word-of-mouth, with their free lip service masquerading as a giveaway. Esurance’s ad campaign really made full use of the masses now on Twitter, and demonstrated to advertisers how powerful the website could be in the future.

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