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Chicago

Esurance Reveals “Pass It On” Super Bowl Game-Day Commercial and Sweepstakes

Sunday’s big game will have fans passing more than the chips and dip. Esurance revealed its new campaign, “Pass It On,” created by Leo Burnett Chicago, which includes a game-day commercial and more than $1 million in giveaways. The brand released a teaser on Twitter last week, and today revealed the full spot.

“Esurance wanted to approach the Super Bowl the same way it approaches insurance: in a modern, efficient way that passes on savings to customers,” said Leo Burnett's Brian Shembeda, EVP, executive creative director. “Esurance leverages technology to save people money and now they’re passing those savings on. With a pre-kick-off placement, we’re hoping to drive participation during the game and beyond.”

The sweepstakes launched today, and the new TV commercial will air just before kickoff reminding fans to “pass it on” throughout the game. The spot, with celebrity voiceover from John Krasinski, features people dropping everything — from lattes to kale smoothies — to catch a football made of money and then passing it on.

To participate, fans have to retweet messages from @Esurance tagged with #EsuranceSweepstakes for a chance to win. “It’s really simple — we’re asking viewers to retweet Esurance tweets that feature snack-sized factoids about the brand,” said Jeff Candido, creative director, Leo Burnett. “For the participant, each retweet is a chance to interact with the brand and win money. For the brand, it’s an opportunity to reach a massive social audience and share Esurance’s messages (and its savings).”

“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,” said Alan Gellman, chief marketing officer at Esurance. “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 addition to advertising in a modern way via a cost-efficient and integrated campaign, the sweepstakes also highlights how Esurance uses innovation to improve consumer experiences. In this case, the company will select the multiple sweepstakes winners in real time throughout the game.