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Esurance Once Again Taps Wearable Tech for Marketing

For the second time in less than a year, the insurer is in a partnership to enhance an event with a smart bracelet.

Wearable technology is a hot topic this year, but impacts on the insurance business, on a wide scale, are likely still some time off. That hasn't stopped some companies from being enterprising in using the technology for marketing efforts.

Last year, Esurance partnered with a marketing agency to create wristbands that allowed attendees of a music festival to track their experience for prosperity with check-ins. This year, the company is doing something similar with a food festival near its headquarters in San Francisco. The concept is explained in a YouTube video:

Following on the success of its socially focused Super Bowl campaign, Esurance is firmly following the strategy spelled out by the CEO of parent company Allstate in this year's first earnings call for investors. Tom Wilson told investors that Allstate's vision for Esurance is to serve customers who want to relate to their insurance companies in a digital way.

"We've wanted to strengthen brand by endorsing it with Allstate, not competing with Allstate," he said.

Nathan Golia is senior editor of Insurance & Technology. He joined the publication in 2010 as associate editor and covers all aspects of the nexus between insurance and information technology, including mobility, distribution, core systems, customer interaction, and risk ... View Full Bio

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