Leo lucky number for yesterday

It was a risky move waiting until the Super Bowl had ended to advertise the start of a giant $1.5 million Twitter sweepstakes, a risk exacerbated by the fact that the game was a rout. Since awarding the palette of cash to the lucky winner on Wednesday night’s The Jimmy Kimmel Show, the brand is now moving to capitalize on its bright exposure and explosive growth on Twitter. Whether these tweets will turn off users or keep the brand awareness alive and even convert some to customers, remains to be seen.
Here’s the video of Esurance spokesman, John Krasisnki, and Jimmy Kimmel surprising the winner. As Third Door Media's paid media reporter, Ginny Marvin writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land and Marketing Land.

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Fortunately for Esurance, it was immediately clear that its late play broke through the noise of the actual game-time advertisers. Followers began dropping off yesterday, and currently the brand has just under 235,000 followers — off roughly 25,000 from that post-game peak of 261,000. With more than 15 years of marketing experience, Ginny has held both in-house and agency management positions.

According to new stats from Leo Burnett, Esurance’s agency, there were more than 200,000 entries using the hashtag #Esurance30 within the first minute of the ad airing. Social monitoring service Simply Measured shows Esurance gained more than 143,000 Twitter followers the day after the Super Bowl. Sadly the landing page is the just home page, with no special customization referencing Twitter or the sweepstakes.

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