• by Tameka Kee , March 17, 2008

Erin Esurance, the pink-haired heroine of the Esurance commercials gets multiple love letters each day, according to John Swigart, CMO of Esurance, sometimes even multiple times per hour.

"The audience is dramatically engaged in Erin. Sometimes scarily so," Swigart said.

He said that the audience engagement is part of the reason that the 40+ Esurance video ads starring Erin are storyline based, as while it's not terribly important to the average consumer--it's extremely important to the fan consumers. And those are the ones who will run around telling their friends about the brand.