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esurance giveaway

How To Win As The Host Of A Giveaway

July 2, 2014 by Marc Guberti Leave a Comment

Giveaways come in all shapes and sizes. They come as the form of Mac Book Pros and Amazon Gift Cards. While there are a fair share of great giveaways and giveaways that go wrong, everyone who hosts a giveaway wants to win. They want more engagement and long-term sales for their products. Luckily, there is a way to win as the host of a giveaway.

Allow everyone to win by doing something for you.

That’s all it takes. Mike Michalowicz, the master of hosting giveaways, did this for his book The Pumpkin Plan. For the book’s launch, anyone who submitted a video revealing their inner critic and posted it on YouTube got the book for free. Two runners-up would get a free 1 hour consultation session while 1 grand winner would get to have dinner with Mike and his inner circle of helpers. There were some requirements for this giveaway, but the big one was that at the very end of the video, everyone had to put visible and legible text “The Pumpkin Plan July 5, 2012” and have it displayed for at least three seconds.

It is easy to imagine that this marketing stunt cost a lot of money. It is easy to imagine that 100 people submitted videos for The Pumpkin Plan. If anyone who got his book for free left a review, those reviews probably were 4-5 star reviews each. That makes a book look a lot better on Amazon, and it also lowers the sales rank of a book (which means Amazon does a better job at promoting it and more people get to see the book). Even more, Mike’s method of choosing a winner had a 4 part process in which 75% of the process involved how many times the video got shared and viewed on social networks. This allowed Mike to create a sales army, and even though he had to pay for the sales army (buying and sending over books costs money), those videos are still up on YouTube which means his book The Pumpkin Plan is still being promoted by an array of people.

The next time you host your own giveaway, ask yourself how you can make sure that everyone wins a free prize.

 

Filed Under: Uncategorized Tagged With: esurance giveaway

Reanalyzing The Day After The Super Bowl 48: Was The $1.5 Million Giveaway Worth It?

May 19, 2014 by Marc Guberti 1 Comment

Esurance Giveaway

The first commercial after Super Bowl 48 cost $1.5 million less, and that was the amount of money Esurance gave away. The giveaway took over Twitter for the next two days. Fake Esurance accounts were created to get more retweets and followers, hundreds of thousands of tweets were sent out containing the hashtag, and there was even a $5 giveaway at some point that trended on Twitter as well.

Esurance gained over 200,000 followers in one day, and at its peak, Esurance had over 250,000 followers. Esurance’s growth was remarkable. At certain points, the account gained more than 50 followers every second. Esurance took over Twitter for two days, but two days only.

While Esurances tweets got retweeted thousands of times, people were in it for the money. The people who followed Esurance those last two days only followed Esurance for the giveaway. Once the giveaway was taken out of the equation, there was no longer a good reason to follow Esurance. As a result, the thousands of people who followed Esurance for the giveaway unfollowed Esurance when the giveaway ended. After the giveaway, Esurance was just another insurance account, and people did not want to read those tweets.

Esurance’s statistics from January 1st and on look like a roller coaster. Their growth in January was very slow. Their growth gradually picked up until the day after the Super Bowl when their growth skyrockted. Just like roller coasters, Esurance experienced a noticeable downward trend. Within 4 days, Esurance lost 40,000 followers. Esurance has not had a net gain in followers since that giveaway ended. Esurance has been consistently losing hundreds of followers every day. Here are some of the statistics that give you a good summary of what happened (for the people who view this blog post 6 months later and can no longer see the TwitterCounter statistics for Esurance during the Super Bowl).

In addition, Esurance’s tweets get no more engagement than they got before the Super Bowl ad. Even with over 100,000 followers, Esurance’s tweets barely get retweeted or favorited. All of the engagement for Esurance’s tweets died away along with the giveaway. Esurance was successful in its quest to gaining hundreds of thousands of real followers, but it was not successful in the quest of giving those real followers a reason to stick around after the giveaway concluded.

Esurance’s fame lived and died with the giveaway. Right when the giveaway ended, Esurance lost its fame. If you want to host your own giveaway, you need to give people a reason to stick around. Esurance could have offered 3% discounts to all customers who tweeted with #EsuranceSave30, a 3% discount for following the Esurance Twitter account, and a 3% discount for engaging with one of Esurance’s tweets (with an appropriate response, not something just for the sake of getting the discount) for an entire year. In total, that would only be a 9% discounts for the customers every year, but that would have allowed Esurance to keep its followers and enage with those followers as well.

The big problem with Esurance’s strategy is that they had no strategy after the giveaway. If Esurance had a decent strategy after the giveaway, they might still have over 200,000 followers. It had great potential, but Esurance did not execute it properly. There’s always next year.

 

Filed Under: Business Tagged With: esurance giveaway

Esurance Won The Ad Bowl By A Landslide

February 3, 2014 by Marc Guberti Leave a Comment

esurance_logo

The Sea Hawks were victorious in the Super Bowl. Esurance won the Ad Bowl. There were many advertisements throughout the Super Bowl, and many of them were disappointing. Advertisers simply tried too hard to make people laugh, and that backfired. Before I go on about why Esurance won the Ad Bowl, I couldn’t leave out Budweiser with its commercial, Puppy Love, where the dog and clydesdale do everything they can to stay together. This commercial was a very heart warming commercial that captured the hearts of millions of people.

Despite the Budweiser commercial capturing our hearts, Esurance won the Ad Bowl. The crazy thing about Esurance is that they won the Ad Bowl with the first commercial after the Super Bowl. Having the first commercial after the Super Bowl allowed Esurance to save $1.5 million. They probably did not lose a lot of viewers because many people (probably over 100 million just as the game began), were probably waiting for the celebration and post game. Esurance ultimately won by having a $1.5 million giveaway. There have been $100 giveaways. There have been $1,000 giveaways. There have even been $10,000 giveaways. But when was the last time there was a $1.5 million dollar giveaway? In fact, who wouldn’t want a shot at that $1.5 million?

Last year’s Ad Bowl winner was Oreo with it’s tweet about still being able to dunk in the dark. It got over 15,000 retweets and over 6,000 favorites. Oreo also got 10,000 followers that day which before that they were only gaining a few hundred followers every day. That’s what won the Ad Bowl in Super Bowl 47.

Esurance won the Ad Bowl for Super Bowl 48, but their results are much better than Oreo’s. Looking at the statistics, you would have thought that Kate Perry and everyone else with over a million followers decided to give Esurance a shout out. Without any further delay, here are the statistics.

Last I checked, Esurance’s tweet generated over 20,000 retweets and over 8,000 favorites. Here’s the original tweet because I’m sure those numbers are going to jump up. So far, those results are looking identical to Oreo. Here’s the difference.

The hashtag for the giveaway, #EsuranceSave30, trends on Twitter. The hashtag trended for most of the day, and #EsuranceSave30 eventually appeared above Super Bowl on Twitter’s list of trends.

We couldn’t forget to mention Esurance’s surge in follower. Oreo gained 10,000 followers during Super Bowl 47. Esurance gained a whooping 200,000+ followers the day after the Super Bowl. You can see the skyscraper growth from TwitterCounter’s statistics. This was not the grand total of followers Esurance gained throughout the giveaway. Esurance was still gaining followers! When I decided to take a look at the giveaway, Esurance had over 190,000 followers, and they were gaining over 10 followers every second!

Esurance won the Ad Bowl big time. Oreo’s win taught us that marketing at the moment gives us an edge. Esurance’s win taught us that strategic marketing and a big giveaway are the recipe to going viral during the Super Bowl.

Filed Under: Uncategorized Tagged With: esurance giveaway, marketing case studies, marketing strategies, marketing tactics

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I am a business freelance writer who writes for individuals, small businesses, and corporations. My content will help drive engagement and sales to your business. I have produced content for several companies, including…

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