While few brands struck social media gold on Super Bowl Sunday, Esurance was able to break through by putting a digital twist on one of the oldest marketing moves in the book: a sweepstakes.People are still talking -- and tweeting -- about the insurer's post-game ad, which dangled $1.5 million in front of viewers. The rules were simple: Tweet "#EsuranceSave30" for a chance to win all the money. The phrase refers to the fact that Esurance says it saved 30%, or $1.5 million, by running the spot immediately following the game, rather than during the game.As of late morning on Monday, 2.39 million people had entered the contest, including 200,000 entries that streamed in within one minute of the spot airing, according to the company and Leo Burnett, which handled the campaign. Meanwhile, "EsuranceSave30" continues to trend on Twitter globally, and the campaign has already generated 1 billion impressions, according to Leo Burnett and Esurance. All the while, the brand's Twitter follower count has grown from 8,900 to 155,000.
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