This year’s Superbowl commercials took a neutral approach towards social media, focusing more on the hashtag then on the social network themselves. According to Marketing Land’s Danny Sullivan, 57% of the commercials aired during the Superbowl contained hashtags, up 7% from 2013. However, specific mentions of Twitter dropped from 26 in 2013 to only four this year.
The traditional ad power players on Superbowl Sunday – beer companies, automakers and fast food chains – introduced a myriad of big budget commercials and catchy hashtags over the three plus hours of the big game. Surprisingly, it was a commercial that aired after the last whistle that stole the show. Oh, and it was also from a financial services firm that bucked the aforementioned trend to focus on Twitter.
As of this writing, only one hashtag continues to trend nationwide on Twitter and that is the clever#EsuranceSave30 from Esurance. The hashtag was unveiled in the first commercial spot after the game featuring actor John Krasinski. In the commercial, Krasinski, reveals that Esurance will give away 1.5 million dollars to one lucky Esurance social media follower that tweets the hashtag before February 4th.
Esurance Superbowl Commercial
The 1.5 million dollar prize is the largest monetary giveaway in Twitter history and thus far, it looks like money well spent by the insurer. The winner will be announced on Jimmy Kimmel Live on Wednesday, February 5th.