Esurance partners with eco-friendly band Cloud Cult for new promo

Esurance, the direct-to-consumer personal auto insurance company, announced the release of a full length music video featuring the eco-friendly band Cloud Cult. The full-length video expands on the thirty-second version airing on select TV networks, and is an animated adventure featuring the band’s modern bluegrass ditty, “Lucky Today.” As part of the company’s “Get Animated” campaign, where real people are transformed into animated versions of themselves, the video features all seven of Cloud Cult’s members.  Esurance and Cloud Cult met at the 2007 Monolith Festival presented by Esurance and immediately found common ground on environmental interests. Esurance sponsored Cloud Cult’s Spring tour, helping purchase carbon offsets and bio-diesel fuel for the band’s tour transportation. Kristin Brewe, Esurance’s director of brand and public relations, stated, “When we were introduced to Cloud Cult at the 2007 Monolith Festival, we knew immediately we wanted to work with them. We loved their music, and we loved their environmental message. The partnership has been really positive, and we’re glad to showcase such great talent as a part of our efforts to raise awareness about safeguarding our environment.”  Esurance wasn’t the first company to reach out to Cloud Cult in an effort to license its music. “We’ve had a lot of offers over the past few years to use our songs in mainstream commercials, but we’ve always been forced to say ‘no,’” said Craig Minowa, Cloud Cult’s singer and songwriter. “We’re very particular about what sorts of products our songs are associated with, so it’s nice to finally meet and work with an environmentally conscious company that meets our standards.”  As part of the promotion of the partnership between Esurance and Cloud Cult, the auto insurance company created a micro-site: www.esurance.com/cloudcult The site features three free downloadable MP3s hand-picked by Cloud Cult.  Brewe stated, “When folks come and check out the micro-site, they’re taking the time to learn about the band and about how to help protect our environment. As a reward for doing so, there’s not much better than some free music from a great band like Cloud Cult.”