Super Bowl Success: Esurance’s Viral Social Media Campaign
At Esurance, Haley orchestrated an award-winning Super Bowl campaign that went viral on social media. By strategically purchasing the first post-Super Bowl commercial slot, Esurance passed on significant commercial savings to a lucky fan through a social media sweepstakes. In 36 hours, X (Twitter) exploded with over 2 million entries, with 200,000 of those occurring within the first minute the spot aired.
Credits:
Client: Esurance (now Allstate)
Agency: Leo Burnett
The commercial starred John Krasinski, who communicated the simple call-to-action: tweet #EsuranceSave30 for a chance to win $1.5 million. Without even purchasing an in-game commercial, the campaign generated a 12x spike in website traffic, 5.4 million branded hashtag uses and remained a trending topic on Twitter for more than 20 straight hours.