Esurance had the best Super Bowl commercial last night, and it wasn’t even during the game. It was immediately after. The online car insurance company, which claims to save customers up to 30%, saved 30% itself by purchasing the first advertising spot after the game.
They saved a whopping 1.5 million dollars and are giving it away to one lucky fan who tweets #EsuranceSave30, the largest amount of money ever gifted over social media.
From a marketing perspective, it’s hard to argue this wasn’t the best idea this year. Here are three ways I think this campaign set Esurance apart from the competition.
- The campaign embodies the company’s message. If they assume that you, their potential customer, obviously wants to save 30%, then why wouldn’t they do the same? In a way, they made their competitors seem a bit foolish for spending an extra 1.5 million dollars.
- They harnessed the power of social media, or, more accurately, of Twitter. If you watched the game last night, you may have noticed that the Twitter community is both more insightful and funnier than the TV commentators. These are the brand ambassadors they need. How? Offer them 1.5 million dollars.
- Unlike many of the other commercials, this 1.5 million dollar giveaway will continue to be talked about for a long time. As the excitement ends for many of the other brands, it begins for Esurance.
Here’s the commercial with “The Office” star John Krasinski, who tries to steal some of the money.