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". 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]