Insurer to Give Away $1.5M in Twitter Contest

February 3, 2014

Direct car insurance provider Esurance is giving consumers a chance to win $1.5 million in a Twitter sweepstakes.

Actor John Krasinski announced Esurance’s Twitter sweepstakes in a television commercial that aired on Fox TV at the conclusion of Sunday’s Super Bowl.

Appearing on camera with a giant pallet of money, Krasinski told viewers all they need to do to have a shot at winning $1.5 million — which the insurer says is the largest single amount of money ever given away using the Twitter platform — is tweet #EsuranceSave30.

The entry period for the sweepstakes lasts until 1:00 a.m. PST on February 4, and the winner will be revealed Wednesday night during Jimmy Kimmel Live! on February 5, at 11:35pm | 10:35pm CT on ABC.

The insurer said it saved 30 percent, or $1.5 million, by running its ad after the game compared to the cost of running it during the Super Bowl and is passing along those savings to one lucky consumer.

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No purchase is necessary to win.

The ad attracted 200,000 Twitter entries within the first minute.

A number of states have insurance laws restricting what insurance carriers and agents and brokers may give customers as an incentive for their business. But Esurance says its contest does not violate those laws.

“Rebating laws only apply if we are giving something of value to policyholders and excluding non-policyholders. Those rebating laws aren’t applicable to our sweepstakes, as anyone in the lower 48 states is eligible to enter, per our sweepstakes rules,” Danny Miller, Esurance senior manager of public relations, told Insurance Journal.

The insurer believes affiliating with Twitter complements its own high tech message.

“Twitter is a smart, modern way for people to communicate, and millions of people are using it. It’s the perfect way for Esurance to conduct this major giveaway over a short time period, connect with those fans and offer them a chance to win $1.5 million dollars,” said Esurance Vice President of Marketing Darren Howard.

Krasinski has been the voice of Esurance’s “Insurance for the Modern World” advertising campaign since its launch in December 2011.

Esurance, which was bought by Allstate in 2011 for $1 billion, operates in 41 states. It sells and services its personal lines policies online and via an 800 phone line.

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