Super Bowl XLVIII Conclusions: Seahawks and Esurance Win Big

Esurance

Well my friends, I was nearly correct on all my predictions for Super Bowl XLVIII. Like many, I was rooting for Peyton Manning, but sadly, the dominant defense that is the Seattle Seahawks was too much to handle. The game was completely finished after Percy Harvin’s kickoff return in the 3rd quarter. This game was certainly not one for the ages.

On the marketing side of the field (see what I did there), as I predicted, not many brands shined like Oreo did last year. J.C. Penny tried to create a clever stunt with shady Tweeting to promote their new mittens, but more of the joke was on them. Pretending that you’re drunk does not work when so many major brands have actually been caught at the wheel (or phone, tablet, computer etc.).

However, there was one brand that made the biggest noise of the night. It even occurred after the Super Bowl really ended.

Esurance decided to save $1.5 Million by buying the first commercial after the Super Bowl. They are running a simple Twitter sweepstakes using the hashtag #EsuranceSave30. The winner actually gets that $1.5 Million. Since the announcement, their Twitter account has grown from 8,900 to over 226,000 as of Monday night.

While I love the idea of a sweepstakes and getting people to talk about you, I have a hard time believing all these fans, many of whom will undoubtedly unfollow Esurance as soon as the sweepstakes is over, are worth that kind of money.

When I was working at WOMMA, so many members always talked about true and genuine advocacy. On the other hand, others said good marketing can always be bought. I tend to side with the former and I believe this sweepstakes will prove my point.

Tell me how all those Twitter followers will translate into at least $1.5 Million. Even if it does, you think Esurance will report the ROI? I doubt it, but more likely than not, it won’t meet their high expectations.

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2 comments

  1. So the question is: what’s the value of a twitter follower for a business? What’s the value of 217,100 twitter followers?

    Beyond that – – there’s value in have a ‘remarkable’ or noteworthy promotion that is going to get plays on youtube, press on blogs & traditional media, etc

    They also get to visually demonstrate what they believe in – – which is cutting overhead & costs that they pass on to their customers.

    I’m guessing the ROI on this campaign is going to be good for Esurance.

    – Steve

    Addition:
    Of course Esurance can screw it up but if they are good with their twitter/social media ‘jabs’, they could very well not just keep a large % of those followers but parlay it into an even larger social reach by posting shareable content to their social media properties

    1. Hi Steve,

      I realize we somewhat disagree with each other, but I love your last point. The key will be holding onto all those followers by giving them reason after to reason to further engage with the brand online.

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