Esurance’s Super Bowl Campaign

We at SocialAppsHQ.com realised that there are certain times of the year when social media campaigns have a large impact and users wait for them eagerly. One such time of the year is around the super bowl, the famous annual championship game of the National Football League in America. Super bowl ads, campaigns have always had some kind of x-factor that have the capability of attracting the viewers. taking the advantage of this very factor, global brands have been giving in their best such that they come into the notice of millions of fans of the game.

Owing to the success of marketing strategies at this point of time, thead ad spaces on the various forms of communication are also just the double. Organising a social media campaigns costs more than it would in a normal scenario. In such a case, Esurance, an American auto insurance provider company decided to think out of the box and come up with something more creative and useful.

Instead of spending millions of dollars to create a super bowl moment on the televisions, the company opted out yet managing to become one of the most talked about companies during that time. Instead of creating that advertisement, the insurance broker aired a commercial immediately after the game ended to announce that it was running a lottery to give away $1.5m. All that users had to do to enter the competition was tweet using the hashtag #EsuranceSave30.

In the ad, everyone’s favorite funny-sweet guy, John Krasinski, announces that Esurance will pass on that savings 1.5 million big ones to one person who tweets using the campaign hashtag #EsuranceSave30 which was an added asset for many users of the social media, especially the fans of Krasinski.

In a nutshell, the company invested the same amount of money it earlier did, the only difference this time was, it had no competition, all competitors had already spent their share in super bowl ads, it had full attention of the users and who would ignore a call of $1.5 million. Also, By airing the commercial after the Super Bowl Esurance claimed to be saving $1.5 million, 30% of the estimated cost of airing an ad during the game. Now thats a fair deal and something that Esurance should be proud of.

All depended on the success of the company on social media for people to actually use the given hashtag and be a part of this social media marketing initiative. As per the Topsy ratings, the hashtag had been used more than 3.8m times by February end, becoming one of the most successful social media ventures in and around the super bowl for 2014. According to Leo Burnett, the ad agency for Esurance the campaign received 1 billion impressions.

Not only did it benefit during the super bowl, the American auto insurance provider increased its follower count by 90,000 since the commercial aired. After creating such a sensation in the market and literally ruling Twitter for quite long, Esurance came up with the best strategy this fall and thus benefited largely.

via SocialAppsHQ Blog http://ift.tt/1oFKNDd