Esurance Engineers Rube Goldberg Device for the Open

Auto insurer, Esurance, is taking to some unique activation tactics at the 2010 US Open - launching an overly complex way of watching their own commercials and asking fans not to drive. As the official car insurance sponsor of the event, Esurance this week unveiled a Rube Goldberg-type device for the grounds, in addition to promoting public transportation to and from the event by planning to give away thousands of MetroCards throughout the Open.

The customized interactive machine uses a Wilson tennis ball, which works its way through a maze of hurdles and challenges, some of which will initiate the screening of two Esurance commercials.

"We're committed to offering our customers the best of both worlds when it comes to car insurance, by providing innovative technology and around-the-clock customer service," said Darren Howard, Esurance VP of Marketing. "The US Open provides a great opportunity for us to connect with potential customers and familiarize over 700,000 tennis enthusiasts with many of the great products and services we offer and to do so in a fun, unique way."