On Twitter, #EsuranceSave30 Beat the Seahawks In The Super Bowl By Over Half A Million Social Mentions
Like every other year, last Sunday’s Super Bowl ended with winners and losers. Pizza delivery boys, pro football players, and advertisers alike are either mourning a loss or celebrating a victory- but perhaps one of the most elated Super Bowl-related participants has been none other than Esurance.
As most of us know by now, Esurance has taken Twitter by storm with their post-game commercial announcing a $1.5 million giveaway to a randomly selected individual who Tweeted the #EsuranceSave30 hashtag. In partnership with Mass Relevance, Esurance tracked over 5.4 million Twitter entries and data in 36 hours.
Within one minute after the spot aired, the insurance company received more than 200,000 entries, dwarfing all other Super Bowl advertisers. In fact, Esurance, whose hashtag received 1.4M mentions on Twitter in the first hour alone, beat the Super Bowl-winning Seattle Seahawks 3,717,464 to 3,119,173. That’s over half a million mentions more!
Even the combined Twitter mentions for four of the top Super Bowl advertisers, Toyota, GoDaddy, RadioShack, and Maserati, have received fewer mentions of Esurance. And in those first hours of the sweepstakes, the Esurance website saw a 12X spike in visits.
The Big Post-Game Play
On Monday, the day after the commercial aired, #EsuranceSave30 received 1.8M additional Twitter mentions. The Esurance commercial received so much attention, that the other brands featured on the below graph can only be seen if you whip out a magnifying glass. Toyota tried to compete with only 20,000 mentions, RadioShack tuckered out with a mere 4,400 mentions, and Maserati wasn’t quite up to speed with a final tally of 7,000 mentions.
A Global Sensation
The #EsuranceSave30 hashtag gained Twitter trend status in more than 100 individual cities across the globe, including a worldwide Twitter trend that lasted for over 20 hours. In addition, the phrase “Esurance” trended in over 50 cities. Even John Krasinski, the star of the commercial, trended in 14 cities across the U.S.
Everyone’s a Winner On Jimmy Kimmel
Leading up to the live announcement of the winner on Wednesday night’s Jimmy Kimmel Live, #EsuranceSave30 was still among the top trending Twitter topics in the U.S., as millions of users continued to compete for additional entries into the cash prize drawing. Jimmy got 5,000 mentions during his show and the #EsuranceSave30 hashtag was used an additional 50,000 times. Social TV had once again proven its worth and one lucky Twitter user went home with an extra $1.5 million.
Overall, Esurance won big. The brand successfully carried a strong win with their Super Bowl commercial into another victory with the Jimmy Kimmel reveal. By creating a chain of continuous participation, not only did they surpass all expectations, they amplified the social conversation and drove brand awareness in a big way. In fact, they went from 9,000 to over 271,000 Twitter followers in just a few short days, an increase of nearly 3000%!
Will the Olympics or the Oscars bring us our next copycat Esurance campaign? Leave your predictions in the comments, below.