During the Superbowl, Esurance purchase the first TV Ad spot after the game, saving them millions. They then went on to announce that they were going to give one lucky winner that $1.5 million saved through a Twitter sweepstakes. The result was a record breaking ad campaign that ultilized social media to it’s fullest to achieve it’s objective of increasing brand awareness while keeping in tune with the brand image of passing savings on to customers.