Esurance provides a glimpse into their marketing strategy

“Modern marketing does include TV” – Alan Gellman, the head of marketing for Esurance. The online auto and home insurer backed by Allstate is embracing social media to supplement its TV ads. Recall: the insurer ran a traditional TV ad before and after this year’s Super Bowl that involved a $1 million giveaway prize for users who retweeted an Esurance hashtag during the game. Fun Fact: the company’s Super Bowl promotion received the most social media mentions of any advertiser during the game and generated more audience impressions than the TV spot itself.