Every company wants its ad to be the talk of the 2014 Super Bowl. Esurance, however, seems to have done the trick by not airing a Super Bowl commercial. Instead, the online insurance broker has taken over Twitter with its #EsuranceSave30 hashtag.

Although the ad wouldn’t air until right after the game ends, Esurance got its first attention before the Super Bowl even started. An online video featuring former “The Office” star John Krasinski appeared early on Sunday (Feb. 2). Then Twitter got hold of the information about an hour after the planned kickoff.

Suddenly, #EsuranceSave30 was everywhere.

What is so exciting about this particular ad? By airing their commercial after the Super Bowl, Esurance claims to be saving $1.5 million — 30 percent of their estimated during-the-game price. This also matches the amount customers are supposed to save. Thus, the saved money is being given away.

Anyone who tweets #EsuranceSave30 before Feb. 4 is entered to win the money (full rules here), and that person will be announced on a “Jimmy Kimmel Live” episode.

Sound good? Then get to Twitter!

Posted by:Laurel Brown