#EsuranceSave30: Why 5 Million Tweeted in 36 Hours

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.

At this session leaders from Leo Burnett, Esurance and Twitter will give SXSW delegates an exclusive look at the most Tweeted about brand in the Super Bowl. Attend this seminar to get a behind the scenes look into what goes into creating, executing and managing a real-time marketing initiative of this caliber.

Presenters

Jesse Dillow

Assoc Creative Dir

Leo Burnett

Jesse Dillow is an Associate Creative Director at Leo Burnett Worldwide.

John Ploumitsakos

Dir, Online Sales

Twitter

Josh Raper

Esurance

Josh 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, BMW, Kellogg's while also working on not-for-profit initiatives for Peace One Day and Partnership for a Drug Free America. He graduated from James Madison University, where he married the first girl he met. He lives in Chicago with his wife and black lab, Jack.

Nancy Abraham

VP of Advertising

Esurance

As Vice President of Advertising for Esurance, Nancy is responsible for consumer communications and advertising for all acquisition efforts.

Nancy has a rich history in advertising beginning her career at Leo Burnett, where she handled a variety of blue chip accounts including Heinz Pet Products, Kraft, McDonald's, Hallmark, and Crayola.

Nancy joined Allstate in December 2002 as Director, Marketing Communications for the Allstate Financial business unit. In 2004, she moved to the Allstate Integrated Marketing Communications team responsible for the Allstate Insurance brand where she led the client and agency team in the award winning “Are you in Good Hands?” campaign with actor Dennis Haysbert as well as the award winning “Mayhem” campaign. She received numerous Allstate awards including the Trailblazer Award for leading change and innovation and the Diversity Leadership Award for commitment to inclusive diversity.

While in Chicago, Nancy served on the board of the Chicago Advertising Federation, and is passionate about promoting the growth, advancement and diversity of the advertising and media communities.

In late 2011, Allstate acquired Esurance and Nancy was asked to lead the advertising efforts of the Esurance brand. Nancy relocated to San Francisco and success has followed her there. With the launch of the “Insurance for the Modern World” campaign in late 2011, the Esurance brand has been growing at an extremely successful pace ever since.

Nancy, a native of Detroit, Michigan graduated from the University of Michigan (Dean's List) and has a Masters of Management degree from Northwestern University, J. L. Kellogg Graduate School of Management.

Nancy loves her new city of San Francisco and all it has to offer. She enjoys music, especially “rock and roll” and in her next life, dreams of being a professional ballet dancer.