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.