Esurance Uses Bowl To Launch Twitter Sweeps

Forget the debate over which quarter of the Super Bowl is the best bet for most effective marketing reach.

Esurance is touting the deal it got by waiting until after the game to run its low-tech ad. And the insurance company is passing the 30% savings on to the winner of a sweepstakes.

The Allstate-owned company will give away $1.5 million in what it is calling the first-of-its-kind Twitter sweepstakes and the largest Twitter giveaway ever.

The spot starred actor John Krasinski, who played Jim Harper on “The Office.” Appearing on camera with a giant pallet of money, Krasinski told viewers all they need to do to have a shot at winning $1.5 million was tweet #EsuranceSave30.

Esurance teased the Super Bowl spot and the sweepstakes in a campaign leading up to the game.

The entry period for the sweepstakes lasts until 1 a.m. PST on Feb. 4, and the winner will be revealed Feb. 5 during “Jimmy Kimmel Live.”

"Twitter is a smart, modern way for people to communicate, and millions of people are using it,” said Esurance Vice President of Marketing Darren Howard. “It's the perfect way for Esurance to conduct this major giveaway over a short time period.”

The ease of use and the speed with which Twitter enables people to connect and share experiences parallels Esurance's incredible efficiency in revolutionizing the way consumers shop for and buy insurance, with car insurance quotes that can be completed in only 7.5 minutes, he adds.

Krasinski has been the voice of Esurance's "Insurance for the Modern World" advertising campaign since its launch in December 2011. The commercial was the first time that he appeared on camera as part of that campaign, which was developed by Leo Burnett Chicago.

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