Esurance announced a 36-hour sweepstakes in a television commercial that aired following the conclusion of Super Bowl XLVIII. All entrants had to do was tweet the hashtag #EsuranceSave30 to enter for a chance to win $1.5 million – the largest single amount of money ever given away on Twitter. Esurance created the sweepstakes with Leo Burnett Chicago, which resulted in huge visibility for Esurance following one of the world’s biggest media events. Media and consumer insights firm Nielsen declared that Esurance was the most-tweeted about brand during Super Bowl festivities, surpassing global brands like Coca-Cola, Budweiser, and T-Mobile.* Sweepstakes data** from Esurance pointed to the incredible buzz that the 36-hour sweepstakes generated on Twitter and across the internet: · 5.4 million uses of the #EsuranceSave30 hashtag · More than 200,000 entries within the first minute of the Esurance commercial airing · 1.4 million hashtag uses in the first hour and 4.5 million in the first 24 hours · 2.6 billion social impressions on Twitter · 332,000 views of the Esurance commercial on YouTube · 261,000 new followers on the official Esurance Twitter account – an increase of nearly 3,000 percent · A 12x spike in visits to the Esurance website in the first hours of the sweepstakes *Source: Nielsen online post, Dancing in the End Zone: Ads and Brands that Won Big for Super Bowl XLVIII; Nielsen SocialGuide, January 5, 2014 **Internal Esurance data, Mass Relevance data

1. #EsuranceSave30
in a span of 36 hours
Sunday, Feb 02 @ 1:00PM - Tuesday, Feb 04 @ 1:00AM
worldwide Twitter
trend within one hour
of spot launch
60 min
top-trending Twitter topic for 48 hours
top-trending brand following the Super Bowl
top-trending single event on Super Bowl Sunday
2.6 Billion
social impressions worldwide
over 5.3 million mentions
over 224,000
mentions in the
first minute
following the spot
#SB48: 1,421,791 #superbowl: 2,451,090 #EsuranceSave30: 4,003,569
@esurance followers grew from
9.5K
to 267K
created by Leo Burnett