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Tuesday, March 11 • 11:00am - 12:00pm
#EsuranceSave30: Why 5 Million Tweeted in 36 Hours

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On Super Bowl Sunday, the insurance company Esurance purchased the first commercial after the game. In this ad, actor John Krasinski announced that Esurance saved $1.5 million by purchasing this first spot and was going to give it away in a Twitter sweepstakes. Within 36 hours, the hashtag #esurancesave30 broke Twitter records. More than 5.4 million people used the hashtag, it received 2.6 billion social impressions and Esurance gained 261,000 new followers. And, it was the most Tweeted hashtag during the Super Bowl and the top trend on Twitter for 2 days.
Join Esurance VP of Advertising Nancy Abraham and Leo Burnett’s VP/Account Director Josh Raper as we give SXSW delegates an exclusive look the most Tweeted about brand in the Super Bowl. With a small team of 10 core Leo Burnett team members, this seminar will give a behind the scenes look into what goes into creating, executing and managing a real-time marketing initiative of this caliber.

View official listing on sxsw.com
http://schedule.sxsw.com/2014/events/event_IAP28779

Speakers
avatar for Nancy Abraham

Nancy Abraham

VP of AdvertisingEsuranceAs Vice President of Advertising for Esurance, Nancy is responsible for consumer communications and advertising for all acquisition efforts.
avatar for Josh Raper

Josh Raper

EsuranceJosh Raper is the Vice President, Account Director at Leo Burnett and currently works on the Esurance business. Over the past 12 years in advertising, Josh has worked across accounts, disciplines and the country. Josh has worked for major clients including T-Mobile, HP, InBev... Read More →


Tuesday March 11, 2014 11:00am - 12:00pm
Hilton Austin Downtown, Salon B 500 E 4th St

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