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Esurance Super Bowl Commercial After Big Game Wins Viral Visibility on Twitter

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It seems that people really like the opportunity to make some serious cash, because they are hashtagging Esurance's latest campaign like there is no tomorrow. 

On Sunday, immediately after a football-loving nation tried its best to forget about a horrible game, Esurance attempted to garner some attention with millions of people still huddled around the television. 

 

UPDATE: Thursday, Feb. 6 at 6:45 p.m. ET 

AdWeek's Tim Nudd (h/t Next Impulse Sports) reports the hashtag bonanza sparked by Esurance was quite a rousing success. 

Here are just a few of the metrics provided to the report from agency Leo Burnett: 

• 5.4 million uses of the #EsuranceSave30 hashtag 
• More than 200,000 entries within the first minute of the Esurance commercial airing
• 1.4 million hashtag uses in the first hour and 4.5 million in the first 24 hours
• 2.6 billion social impressions on Twitter

The obvious notion is that people love Twitter nearly as much as winning money. When you offer $1.5 million for a mere tweet, people are more than willing to try out their luck. 

We now have another winner of the Super Bowl to crown: Esurance. 

End of Update---

 

Enter John Krasinski, star of The Office, who explains that Esurance saved $1.5 million by choosing to air a commercial after the Super Bowl rather than occupy time during the big game. 

So far, there isn't anything that would have people feverishly toss hashtags up on their Twitter timelines, but that's when Krasinski offers, "Just tweet hashtag #EsuranceSave30 and they'll give all of this to one of you," motioning to a huge block of cash. 

And that's when a pile of hashtags began to rain down on all of Twitter. 

CNET's Daniel Terdiman reports on the good and bad of the Twitter campaign. It seems that having a hashtag go viral is not without its unfortunate side, because some of the tweets are of the unsavory sort. 

Still, Esurance will more than likely take all of Twitter chatting about its campaign and the possibility of winning a block of cash over the few who decide to sidle up to the hashtag with offensive subject matter. 

It's a new day, and you don't need to pay hefty prices to reach an audience of millions. Esurance wasn't the only company to get a great deal of run for very little. 

J.C. Penney managed a whopping 41,000 retweets for its typo-laced posts during the Super Bowl. Last week, Newcastle got a lot of love for its Anna Kendrick "non-Super Bowl ad."

And, of course, we have to mention Oreo's megahit tweeted during the power outage in last year's Super Bowl. 

Get used to seeing companies opt for the far cheaper method of reaching fans afforded to them via Twitter, Facebook and other social media outlets. 

For many of these campaigns, the cost can be as small as one huge idea. 

 

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