Esurance Rolls Out Integrated Marketing Campaign Featuring The Bryan Brothers

Written by: Bob Larson Tennis on 19th August 2013

French Open tennis tournament at Roland Garros

Esurance Rolls Out Integrated Marketing Campaign Featuring The Bryan Brothers

epa03736876 Bob and Mike Bryan of the USA celebrate after winning the Men's doubles final match against Michael Llodra and Nicolas Mahut of France for the French Open tennis tournament at Roland Garros in Paris, France, 08 June 2013. EPA/YOAN VALAT |

Esurance, the direct-to-consumer insurance company, has launched an integrated marketing campaign featuring the Bryan Brothers.

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.

Facebook Sweepstakes

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. There are also downloadable infographics highlighting the Bryans and advancements in racquet technology, tennis fashion and doubles tennis.

Sponsorship and Philanthropy

Esurance is the official car insurance sponsor of the US Open and has a history of supporting tennis and tennis philanthropy, including past work with the Bryans and the USTA’s national charitable foundation, USTA Serves, to benefit tennis programs for at-risk youth. That is continuing in 2013 with Esurance’s sponsorship of Arthur Ashe Kids’ Day at the US Open to help support USTA Serves and the National Junior Tennis and Learning (NJTL) network.

*NO PURCHASE NECESSARY TO ENTER OR WIN. A PURCHASE WILL NOT INCREASE YOUR CHANCES OF WINNING. Enter at facebook.com/esurance by following the on-screen links and instructions. You may need to “Like” the page to complete and submit the sweepstakes entry form. Subject to Official Rules found here. Began at 3 p.m. PT on 7/12/13. Ends at 12 p.m. PT on 8/12/13. Open to 21+ in all U.S. states and DC, limit 1 entry. Void where prohibited. Odds of winning depend on number of eligible entries received. Sponsor: Esurance Insurance Services, Inc. 650 Davis Street, San Francisco, CA 94111.