By Barry Janoff
February 4, 2016: Esurance, the online insurance division of Allstate, made news last year during Super Bowl XLIX with TV spots under its "Sorta You Isn't You" umbrella effort that featured Lindsay Lohan and Bryan Cranston.
The company is back for Super Bowl 50 with a multi-platform effort, "Pass It On," with the message, "Esurance saves money, so they can pass those savings on to you," and in the process give away more than $1 million via its Esurance Pass It On Sweepstakes.
San Francisco-based Esurance, also home base to Super Bowl 50, will use the social media-anchored campaign as a lead-in to the company's second season as an official partner with MLB.
According to the company, beginning today, people who retweet messages via the Esurance Twitter handle tagged #EsuranceSweepstakes would be eligible to win.
A 30-second spot to air just before kickoff on Sunday will remind fans to “Pass It On” for chances to win throughout the Super Bowl.
Esurance said it would send out tweets at the beginning of every commercial break and then "select multiple prize winners each quarter who could win money in real time" even as the Carolina Panthers and Denver Broncos vie for the Vince Lombardi Trophy.
Their theme: "Esurance is modernizing protection and empowering customer to make smart insurance decisions."
"The Esurance Pass It On Sweepstakes allows us to engage with people in real time throughout the game, while also sharing information about who we are in a fun, memorable way,” Nancy Abraham, vp-integrated marketing communications for Esurance, said in a statement. “We want people to become more aware of and familiar with Esurance, so with every retweet they’ll learn something different.”
During the Super Bowl, viewers will be encouraged to "pass it on" as well by retweeting an Esurance tweet with the hashtag #EsuranceSweepstakes. Each retweet is an entry to win in the Esurance Pass It On Sweepstakes. (Details here.)
Esurance is also getting out the message via its Blog, Facebook and YouTube destinations.
The spot features people in everyday situations dropping whatever they’re doing to catch a football made of money and then passing the ball on to the next person.
According to Alan Gellman, CMO for Esurance, “With the rise of multi-screen viewing, especially around large-scale events, we wanted to connect with fans where they are already engaging with content – online and on social media. Our fully integrated program around the Big Game is a great example of how Esurance operates – fast, efficient and innovative in everything it does.”
In the spot, the Esurance money football is first seen on a playing field, where it gets kicked into a restaurant. A woman at the table passes the ball through a window to a guy at home coming out of his shower, who drops his towel when he goes to catch the ball.
He in turn passes the ball out the window to three men in a lab wearing protective suits, setting off an alarm. One of the men passes the ball to a guy riding on a lawn mower in front of his house, who tosses the ball, which ends up being caught by a businessman in an elevator.
Actor John Krasinski is the voiceover in the commercial. (See the full spot here.) Lead agency is Leo Burnett, Chicago.
"Every day Esurance uses technology to save money and they pass those savings on to you," says Krasinski. "So tonight look for tweets from Esurance at the beginning of every commercial break and pass them on We've got over $1 million to give away. And every retweet is another chance to win. An insurance company that passes its savings on to you? That's insurance for the modern world."
Last April, Esurance become the official auto insurance sponsor of MLB and title sponsor for the Esurance MLB All-Star Game Ballot and the post-season Esurance MLB Awards.
Esurance has an endorsement deal with San Francisco Giants catcher and three-time World Series champion Buster Posey, who has a starring role in his own "Sorta You Isn't You" commercial.
Esurance is also a primary sponsor for South By Southwest and is preparing for the next film, music and interactive event, scheduled for March 2016.