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Super Bowl ad hashtags are often relegated to the Internet trash heap, but Esurance is tackling that issue head-on in this year's game-day ad. Starting today, people can retweet messages from the company's Twitter handle tagged #EsuranceSweepstakes for a chance to win up to $1 million. Sixteen winners will be announced during and after the game.
Esurance's Super Bowl spot by Leo Burnett, which will air shortly before kickoff, features a voiceover from spokesman John Krasinski, who encourages viewers to look for Esurance tweets during commercial breaks and "pass them on" with a retweet, emulating the way Esurance "passes on" insurance savings to its customers.
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