Esurance's $1.5M Twitter Contest Paid Off, Saw 200K Entries In First Minute

Amid the hype and excitement of the Super Bowl (and, increasingly, the Super Bowl ads), Esurance made a bold move: They bought the ad slot immediately following the game, and saved a cool $1.5 million.

Not to let this “spare change” go to waste, the company launched a Twitter contest, with one lucky Twitter user who tweeted the #EsuranceSave30 hashtag winning the entire $1.5 million pot.

This week, the company handed out the cash – and shared the amazing social media statistics that this contest generated.

During Wednesday night’s episode of Jimmy Kimmel Live, Esurance spokesperson John Krasinski announced the name of the night’s big winner. You can take a look at the video below for the announcement.

But even more eye-popping (for us social media folks, at least), was the amount of buzz and engagement this campaign created.

Esurance’s agency Leo Burnett spoke with AdWeek about the results.

There were a total of 5.4 million uses of the #EsuranceSave30 hashtag during the contest period, and over 200,000 entries within the first minute of the commercial airing. The first hour saw that number jump to 1.4 million.

All-in-all, the contest generated 2.6 billion social impressions on Twitter, an additional 332,000 views of the Esurance commercial on YouTube, and 261,000 new Twitter followers for the official Esurance account.