# Millionaire Hashtag Competitions The Esurance Post-Super Bowl Commercial Generated a Ton of Hype By Laura McQuarrie | Published 2014-02-04 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/esurance References: [marketingpilgrim](http://www.marketingpilgrim.com/2014/02/esurance-wins-the-super-bowl.html) Whether or not you tuned in to watch the 2014 Super Bowl game, if you happened to be on [Twitter](https://www.trendhunter.com/trends/ftx-super-bowl) afterwards, someone in your newsfeed was probably tweeting about Esurance. Buying a Super Bowl commercial is extremely costly and there's no way of telling how an ad will be received by the large audiences watching. Esurance took a different approach to advertising around the game and bought ad space after the big event, estimating that it saved about $1.5 million dollars. There were a ton of tweets featuring the "EsuranceSave30" hashtag, because Esurance decided to hold a [Twitter sweepstakes](https://www.trendhunter.com/trends/burn-ball) and share the $1.5 million they saved, which is roughly 30% of the cost of a 30-second [Super Bowl ad spot](https://www.trendhunter.com/trends/gameday-campaign). The campaign is a brilliant one, since plenty of Twitter users want to instantly become a millionaire just for using a certain hashtag. ## Trend Insights (Trend Hunter) - Score: 4.9/10 - Popularity: 47% | Activity: 92% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Why This Trend Is Growing - **Hashtag Sweepstakes:** Businesses can leverage social media to hold hashtag sweepstakes as a cost-efficient and effective marketing tactic. - **Post-event Advertising:** Opportunities exist for businesses to capitalize on advertising after a popular event to save costs and still reach a wide audience. - **User-generated Content:** Businesses can encourage user-generated content by holding Twitter contests and sweepstakes, creating engagement and increasing brand awareness. ### Industries Being Reshaped - **Marketing:** The marketing industry can benefit from implementing hashtag sweepstakes and other social media-driven tactics for clients to increase brand awareness and engagement. - **Advertising:** The advertising industry can explore the possibility of post-event advertising as a method of cost-saving and reaching larger audiences. - **Social Media:** Social media platforms can collaborate with businesses to promote features that encourage user-generated content, such as hashtag contests and sweepstakes. ## Related on Trend Hunter - [Second-Screen Vehicle Sweepstakes](https://www.trendhunter.com/trends/kia-squares.md) - [TikTok Insurance Ads](https://www.trendhunter.com/trends/khaby-lame.md) - [Large-Scale Livestream Giveaways](https://www.trendhunter.com/trends/the-big-reward.md) - [High Stakes Beer Ads](https://www.trendhunter.com/trends/igh-stakes-beer-ad.md) - [Supersized Delivery Sweepstakes](https://www.trendhunter.com/trends/doordashs-big-game.md) - [Game-Day Score-Inspired Giveaways](https://www.trendhunter.com/trends/its-a-10.md) - [Digital Staredown Games](https://www.trendhunter.com/trends/second-screen-staredown.md) - [Crypto Giveaway Commercials](https://www.trendhunter.com/trends/ftx-super-bowl.md) - [Super Bowl Commercial Contests](https://www.trendhunter.com/trends/star-in-a-super-bowl-commercial.md)