Purpose of the Campaign
To raise awareness of Esurance through the use of Twitter, wile promoting what makes their company unique.
Here’s a quote from the company’s blog regarding this promotion:
“Why are we giving away $1.5 million? Well, because that’s just how we roll. Literally. When we save money, we like to roll those savings on down to our customers.”
Let me explain. Here at Esurance, our business model revolves, in part, around operating as efficiently as possible in order to save you both time and money on car insurance.
What They Did
At the end of the Super Bowl, Esurance ran a commercial about their $1.5 million give-away. Using the hashtag #EsuranceSave30, any Twitter user could tweet with the mentioned hashtag to be entered into the drawing for $1.5 million.
Within a minute, more than 200,000 people had Tweeted for a shot at the prize and by the time the sweeps ended they had received more than 5.4 million Tweets total.
Esurance Partnered with Jimmel Kimmel Live to reveal the winner. Here’s the video: