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.

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