The most-mentioned brand on Twitter during the Super Bowl didn't even advertise on TV during the game

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Esurance was the most-mentioned brand on Twitter during Super Bowl 50 — yet it didn't even advertise during the big game.

Instead, Esurance chose to advertise in one of the cheaper pre-game ad slots, rather than forking out between $4.6 million to $5 million on a spot airing during the game itself.

But the main reason the online insurance brand drew so much attention was that it ran a competition on Super Bowl Sunday, giving away $1 million to Twitter users tweeting the hashtag #Esurancesweepstakes during and after the game.

The trophy's been awarded, but we still have $250K to give away. #EsuranceSweepstakes #SB50 pic.twitter.com/FdAfQ84q1O

It was no "dunk in the dark," in terms of creativity, but the competition and ad inspired 835,101 tweets mentioning the brand during the four quarters of the game, according to Amobee Brand Intelligence.

See photos of the halftime show at Super Bowl 50:

34 PHOTOS
Halftime Show Super Bowl 50: Coldplay, Beyonce, Bruno Mars
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The most-mentioned brand on Twitter during the Super Bowl didn't even advertise on TV during the game
Chris Martin of Coldplay performs during Super Bowl 50 between the Carolina Panthers and the Denver Broncos at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ronald Martinez/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Beyonce (L) and Chris Martin of Coldplay perform onstage during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Jeff Kravitz/FilmMagic)
SANTA CLARA, CA - FEBRUARY 07: Beyonce performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Bruno Mars performs onstage during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Christopher Polk/Getty Images)
Chris Martin of Coldplay performs during Super Bowl 50 between the Carolina Panthers and the Denver Broncos at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Beyonce, Guy Berryman of Coldplay, Chris Martin of Coldplay, Mark Ronson and Bruno Mars perform during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (Center and R) Beyonce and Bruno Mars perform during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Andy Lyons/Getty Images)
Chris Martin of Coldplay performs during Super Bowl 50 between the Carolina Panthers and the Denver Broncos at Levi's Stadium in Santa Clara, California February 7, 2016. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Beyoncé, Coldplay singer Chris Martin, and Bruno Mars perform during halftime of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Charlie Riedel)
SANTA CLARA, CA - FEBRUARY 07: Beyonce, Chris Martin of Coldplay and Bruno Mars perform during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Bruno Mars peforms during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Al Bello/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (L-R) Beyonce and Bruno Mars perform during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Andy Lyons/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Chris Martin of Coldplay performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (R) Beyonce performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Thearon W. Henderson/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Andy Lyons/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (L-R) Beyonce hugs Chris Martin of Coldplay while Bruno Mars hugs fans following the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Streeter Lecka/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (Center) Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Andy Lyons/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Chris Martin of Coldplay performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Patrick Smith/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (L-R) Beyonce, Chris Martin of Coldplay and Bruno Mars perform onstage during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Jeff Kravitz/FilmMagic)
SANTA CLARA, CA - FEBRUARY 07: Chris Martin of Coldplay performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Patrick Smith/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Chris Martin of Coldplay performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Maddie Meyer/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Chris Martin of Coldplay performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Maddie Meyer/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (L-R) Chris Martin and Guy Berryman of Coldplay perform during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Thearon W. Henderson/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Chris Martin of Coldplay performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Sean M. Haffey/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Coldplay, Beyonce and Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (L-R) Jonny Buckland of Coldplay, Beyonce, Chris Martin of Coldplay, Bruno Mars and Mark Ronson perform onstage during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Christopher Polk/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Beyonce performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Coldplay, Beyonce and Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
Beyoncé, Coldplay singer Chris Martin and Bruno Mars perform during halftime of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/David J. Phillip)
Bruno Mars, far left, performs during halftime of the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. (AP Photo/Julie Jacobson)
SANTA CLARA, CA - FEBRUARY 07: Coldplay, Beyonce and Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ezra Shaw/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: Bruno Mars performs during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Ronald Martinez/Getty Images)
SANTA CLARA, CA - FEBRUARY 07: (L-R) Beyonce, Chris Martin of Coldplay and Bruno Mars perform onstage during the Pepsi Super Bowl 50 Halftime Show at Levi's Stadium on February 7, 2016 in Santa Clara, California. (Photo by Christopher Polk/Getty Images)
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The next brand with the most mentions was Doritos. The corn chips brand aired an edgy TV ad created by a competition winner, depicting a baby jumping out of its mother's womb to grab some Doritos (and another not-so-edgy ad about dogs, which was also created by another winner of its annual "Crash the Super Bowl" contest.) There were 238,770 tweets about Doritos during the game, according to Amobee.

These were the top 10 brands with most Twitter mentions during the Super Bowl, according to Amobee Brand Intelligence:

1. Esurance - 835,101 Tweets
2. Doritos - 238,770 Tweets
3. Pepsi - 234,090 Tweets
4. Mountain Dew - 68,013 Tweets
5. T-Mobile - 49,887 Tweets
6. Prius - 43,173 Tweets
7. Coca-Cola - 35,379 Tweets
8. The Jungle Book - 34,317 Tweets
9. Pokemon - 33,534 Tweets
10. Bud Light - 22,167 Tweets

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See Also:

SEE ALSO: Here are all the ads that ran during the Super Bowl — in order

RELATED: Super Bowl 50 postgame celebration
25 PHOTOS
Super Bowl 50 postgame, celebration
See Gallery
The most-mentioned brand on Twitter during the Super Bowl didn't even advertise on TV during the game
The Denver Broncos players celebrate after the NFL Super Bowl 50 football game against the Carolina Panthers Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Gregory Bull)
C. J. Anderson of the Denver Broncos celebrates after Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. The Broncos beat the Carolina Panthers 24-10. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Carolina Panthersâ Cam Newton (1) walks off the field after the NFL Super Bowl 50 football game against the Denver Broncos Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Charlie Riedel)
Denver Broncosâ Peyton Manning celebrates on the field after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Charlie Riedel)
Denver Broncosâ head coach Gary Kubiak, right, reacts after getting soaked with a sports drink by Von Miller (58) after their win against the Carolina Panthers in the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Matt Slocum)
Carolina Panthersâ Josh Norman (24) sits on the bench after the NFL Super Bowl 50 football game against the Denver Broncos Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Marcio Jose Sanchez)
Denver Broncosâ Peyton Manning (18) talks to Carolina Panthersâ head coach Ron Rivera after the NFL Super Bowl 50 football game against the Carolina Panthers Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/David J. Phillip)
Denver Broncosâ Peyton Manning, right, and Broncosâ head coach Gary Kubiak celebrate after their win against the Carolina Panthers in the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Julio Cortez)
Denver Broncosâ Von Miller (58) and Peyton Manning (18) celebrate after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos beat the Panthers 24-10. (AP Photo/David J. Phillip)
Denver Broncos general manager John Elway smiles with head coach Gary Kubiak, left, during the trophy presentation after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Ben Margot)
Joe Namath lets people touch the trophy as he carries up to be presented to the Denver Broncos after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Julie Jacobson)
Denver Broncos fans and players were reflected on the trophy as they celebrate after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos beat the Panthers 24-10. (AP Photo/Gregory Bull)
Denver Broncosâ Peyton Manning holds up the trophy after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos beat the Panthers 24-10. (AP Photo/David J. Phillip)
Denver Broncosâ Peyton Manning holds up the trophy after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Matt York)
Denver Broncosâ Britton Colquitt (4) carries his kids off the field after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Julie Jacobson)
Denver Broncosâ head coach Gary Kubiak holds up the trophy after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos beat the Panthers 24-10. (AP Photo/David J. Phillip)
Denver Broncosâ Von Miller (58) holds the trophy after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10.(AP Photo/Julie Jacobson)
John Elway, General Manager and Executive Vice President of Football Operations for the Denver Broncos, holds the championship trophy after the NFL Super Bowl 50 football game Carolina Panthers Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/David J. Phillip)
Peyton Manning of the Denver Broncos celebrates after Super Bowl 50 at Levi's Stadium in Santa Clara, California February 7, 2016. The Broncos beat the Carolina Panthers 24-10. / AFP / TIMOTHY A. CLARY (Photo credit should read TIMOTHY A. CLARY/AFP/Getty Images)
Denver Broncosâ Britton Colquitt kisses his daughter Isla after the NFL Super Bowl 50 football game against the Carolina Panthers Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Julio Cortez)
Members of the Denver Broncos hold the trophy after the NFL Super Bowl 50 football game against the Carolina Panthers, Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Matt Slocum)
Denver Broncosâ Von Miller walks off the field with his mother Gloria after the NFL Super Bowl 50 football game against the Carolina Panthers, Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Jae C. Hong)
Denver Broncosâ Peyton Manning celebrates after the NFL Super Bowl 50 football game Carolina Panthers Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/David J. Phillip)
Denver Broncosâ Tyler Polumbus daughter Lydia plays with the confetti after the NFL Super Bowl 50 football game Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Julie Jacobson)
Denver Broncos cheerleaders celebrate after the NFL Super Bowl 50 football game against the Carolina Panthers, Sunday, Feb. 7, 2016, in Santa Clara, Calif. The Broncos won 24-10. (AP Photo/Jae C. Hong)
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