| abstract | - In June 2010, Esurance largely discontinued the use of the Erin Esurance character, due to her unpopularity in surveys. In 2011, the company was purchased by Allstate and its slogan was changed to "Insurance for the Modern World". Esurance ran commercials on television and radio promoting both their company and Star Trek. In addition, the Esurance web site contained a section dedicated to the Star Trek promotion. This included an "Explore New Worlds" sweepstakes in which entrants could win two tickets to Space Camp. There was also a "Biggest Trekkie" contest, where entrants could win a trip for two to the Hollywood premiere of Star Trek by uploading video explaining why they were the biggest Trekkie. The site also featured Star Trek-related material such as videos and trailers, wallpapers, and a game called "Delta Vega: Meltdown on the Ice Planet." In this game, Erin Esurance explores Delta Vega to rescue missing Starfleet officer Keenser (played in the film by Deep Roy). During the mission, Erin must fend off alien creatures native to Delta Vega – the same creatures James T. Kirk encounters in the film. Despite the company's change in ownership, the cross-promotion continued with Star Trek Into Darkness, including a contest to win tickets to the film's premiere and exclusive content available through the company's Facebook page.[1]
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