What You Know About Esurance And What You Don't Know About Esurance | Esurance

One of the best talked about brands on Sunday wasn't an official Super Bowl advertiser. Esurance, which autonomous to run pregame and postgame TV advertisements accompanying with a able amusing media campaign, bedeviled the chat on Twitter.

"We capital to advantage second-screen culture," said Sarah Evans, Esurance amusing media communications specialist. "No one these canicule is aloof watching the TV. We're amidst by technology. We apperceive the alone way into somebody's house, into somebody's life, is not aloof through the TV screen, but through handheld accessories and amusing media."

Amusing intelligence belvedere Sysomos saw that Esurance had the best Twitter mentions during the Super Bowl with a 100 percent favorable cheep rate, followed by Doritos and Budweiser. Back it came to branded hashtags, #esurancesweepstakes had about 2 actor mentions. #Pepsihalftime and #puppymonkeybaby angled out the top three.

The account from analytics belvedere Amobee Cast Intelligence additionally showed that Esurance bedeviled the chat during the Super Bowl on Twitter, with added than 835,000 tweets about the company. Doritos,Pepsi, Mountain Dew and T-Mobile abounding out the top bristles on its list.

Amusing software affairs Spredfast begin that some of the top best mentioned capacity on Twitter during the bold weren't absolute advertisers. It begin 2.6 actor tweets about Beyonce and 1.1 actor tweets about the Broncos.

What fabricated Esurance's Super Bowl ad attack angle out was that it was one of the alone companies to authority a challenge this year. It gave abroad a little added than $1 actor to 17 people. It additionally leveraged agenda media techniques to get admirers involved. To access the contest, it asked Twitter users to retweet its tweets added overextension cast awareness. It additionally approved to acknowledge in absolute time, including announcement videos area it face-timed with winners anon afterwards they notified they won banknote prizes.

"We approached the Super Bowl the way we access our insurance: modern, able and innovative," said Nancy Abraham, Esurance carnality admiral of chip business communications.

Mountain Dew, which additionally had a abundant talked about bartering with its "puppymonkeybaby" creature. The affair trended on Twitter throughout the game. Although Amobee begin that best of the amusing conversations about the hashtag were negative, both the cast and Sysomos said babble was mostly positive.

"Some of the accomplished Super Bowl spots that accept done absolutely able-bodied accept had a puppy or a baby," said Sadira Furlow, administrator of cast business for Mountain Dew. "Consumers adulation animals in general. We were absolutely attending for a way to draw acquaintance to Mountain Dew Kickstart."

Furlow said the aggregation predicted that the bartering would trend online, so it was able with a amusing media action of puppymonkeybaby clips and GIFs to column online. About bisected of the tweets were planned, with the added bisected custom agreeable acquaint in acknowledgment to key online influencers who were tweeting about their ad. The aggregation awash in a amusing media "war room" throughout the game.

"We're not responding to the negativity," she said. "Eighty percent of the chat is absolute or neutral. It is trending because of absorption and intrigue."

Announcement bureau Warschawski CEO David Warschawski acicular out that Mountain Dew's ad affiliated with its ambition demographic of adolescent men. He said the action was acute to amalgamate three things bodies usually adulation in Super Bowl commercials, and use the absurd abstraction to reinforce what the aggregation was about.

"Most of the ad trackers or the way bodies attending at announcement today is that they attending at it beneath the lens of if it was abundant entertainment. Did bodies like it? But that isn't abundant advertising. If you're aggravating to accomplish an affecting affiliation with a 25-year-old male, your mother shouldn't adulation that bartering as well. Too abounding advertisers accomplish anybody adulation an ad and that isn't the appropriate approach."

The adventure is a little bit altered back you booty amusing media mentions out of the picture. Television analytics aggregation Samba TV bent that the best beheld bartering of the aboriginal division was from Squarespace, followed by AstraZeneca's opioid induced ache ad in the additional quarter, "Doritos Dogs" in the third, and assuredly T-Mobile's Hotline Bling bluff in the aftermost quarter.

According to TiVo, which pulled abstracts from 30,000 households, the Doritos "Sonogram" bartering was the best watched ad, followed by Mountain Dew's "PuppyMonkeyBaby" and the Taco Bell "Bigger Than Everything" ad for the Quesalupa.

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As for ads beheld on YouTube, as of aboriginal Monday Hyundai's "The Chase" and "First Date" was the best watched and fourth best watched Super Bowl commercials, respectively. Pokemon, MINI USA and Mountain Dew additionally had able showings in second, third and fifth place.

While Nielsen advance Super Bowl ads, it doesn't do authentic TV ratings. Instead it uses a aggregate of amusing babble and accessible assessment to rank them on an "ad and cast memorability index." As of advertisement Monday morning, the numbers for this year's Super Bowl were not posted.

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