Esurance stole the Super Bowl with a commercial starring John Krasinski, and that it would give $1.5 million to one person who tweeted #EsuranceSave30.
Because the company waited until after the big game to air their commercial, it saved a cool $1.5 million, which it gave back to the people.
The Twitter contest ended February 4, and the lucky winner was revealed on Jimmy Kimmel Live:
With Esurance’s big campaign over, here’s how it did:
- 5.4 million tweets were sent using #EsuranceSave30
- Over 200,000 tweets posted in first 60 seconds after the commercial aired
- 1.4 million mentions in first hour, 4.5 million mentions in first 24 hours
- 2.6 billion total Twitter impressions
- Website visits increased 12x in first hour of the contest
According to data from Twitter Counter, Esurance added around 230,000 new Twitter followers between February 2 and February 7.
While it’s still too early to tell how well Esurance did financially, it’s pretty clear that its giveaway was a mega success online.