Esurance, a direct-to-consumer insurance company, has launched an integrated marketing campaign featuring the Bryan Brothers, the world’s number one men’s doubles tennis team.
The campaign centerpiece is a new 30-second television commercial, “Tennis for the Modern World,” that compares how technology has changed the game of tennis to how Esurance has used technology to revolutionize the way consumers shop for and buy car insurance.
The ad’s visuals show the Bryans wearing iconic tennis fashions from the last century and highlight the game’s advancements during each period. The spot will run on select network and cable programming, including in US Open and US Open Series programming.
The campaign also includes print, online, search, display, and social media elements that will run through September 9. In addition, Esurance’s on-site activation at the US Open will incorporate campaign elements.
Esurance is also conducting a sweepstakes on Facebook that will send one lucky winner and their guest to New York to attend opening night at the US Open on August 26 as special guests of the Bryan Brothers.
Facebook users can go to the Esurance Facebook page, “like” it, and complete a short entry form for their shot at a chance to catch the action with the Bryans on opening night of the most watched tennis event in the world. The prize package includes:
2 tickets to attend opening night at the US Open with the Bryan Brothers
A 2-night hotel stay in New York City
$2,000 in travel expenses
A high-tech tennis gift pack
Visitors to the Esurance Facebook page can also watch and share exclusive behind-the-scenes vignettes of the making of the “Tennis for the Modern World” commercial, including additional footage of the Bryans in iconic tennis fashions, with commentary about how tennis has changed over the years.