While the events of the game itself may not have lived up to any hype, the Super Bowl’s much anticipated commercial spread did manage to put up staggeringly high numbers from within the Twittersphere.  

This year’s Super Bowl was the most watched television event in U.S. history, with more than 111 million viewers. Out of these millions of viewers, the ones that used Twitter managed to send more than 24 million tweets during the game, according to Fox News.

There was noticeable deviation among the styles and deliveries of commercials done by the top companies this year, but one company delivered the entire package. With the help of “The Office”’s John Krasinski, Esurance Auto Insurance company was able to design the most simplistically creative and crowd-provoking advertisement of the entire evening.

Esurance’s commercial was slotted as the first spot to appear after the game ended. While audiences may have dwindled towards the end of the game due to the overall lack of competitive football, there was a firm reasoning behind their decision.  

The placement after the game ended up saving the company around 30 percent of the cost of a regular Super Bowl ad, or a whopping $1.5 million, according to Adweek.  This allowed the company to save and offer to give back that amount of money, like insurance companies do for their customers, in the biggest giveaway ever held on Twitter. 

As Krasinski also points out, the 30 percent figure is typically the amount saved by Esurance policy holders as well.

So not only was the company able to save money on marketing their service after the game in a clever way that reminded viewers exactly how the company worked, but it made digital history creating the largest cash prize giveaway on the social network.

According to Time Magazine, Esurance spokesman Danny Miller said 200,000 of the contest tweets were sent in the minute directly following the commercial, and more than two million entries were submitted in the first 24 hours after the commercial. The company’s number of Twitter followers increased over ten-fold.

 While there were plenty of carefully crafted attempts to make viewers devote attention to another commercial with potentially more comedic or controversial material, Esurance took a simplistic approach that hit the ball out of the park. This was done not only in the application of its individual commercial’s creative concept, but in its entire approach to Super Bowl advertising as a whole.