Dive Brief: 

• Insurance company Esurance's Super Bowl ad, which actually ran after the big game, and the sweepstakes that gave $1.5 million to a lucky tweeter, brought in some crazy stats for the insurance company. 
• Over 5.4 million people tweeted #EsuranceSave30 to enter the contest, with over 200,000 entering in the first minute. 
• The Esurance Twitter account gained 261,000 new followers — a 3000% increase. 

Dive Insight: 

While some skeptics may attribute the success of the campaign to the $1.5 million prize, it's hard to ignore the brilliance of the stunt. Esurance tapped into a couple of things that really struck a chord with viewers. First, the company spoke out loud about the insanity that is the price tag of Super Bowl commercials. The brand then took that idea of crazy wealth and decided to pass it on to a normal human being — a great way to score points with the average consumer.

Esurance is this year's Oreo, but will a slew of copycats follow on other major events?