SuperStatus Social Experiment: buy vs earned Contest Big Y: Create a conversation that connects the TurboTax brand to FREE How: Leverage the traffic and friends from MySpace, Facebook, and Twitter to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before
Increased brand equity and purchase intent among those who participated in the campaign
Friends: ( +5 ) pts lift
What About FRIENDS OF FRIENDS??? Increased awareness of Friends of Friends but did not necessarily increase intent to purchase. Non-Exposed Friends Source: Marketing Evolution Custom Study Unaided Awareness Total Awareness Avg. Positive Attributes Purchase Intent Familiarity TurboTax Brand Image Attributes - Top Two Box Pt Diff. Is the easiest way to get the biggest refund +8 pts Is the easiest way to prepare my taxes +2 pts Does the work for me +1 pts Gets me the most deductions +6 pts Covers all my tax needs no matter what my situation +10 pts Is a good value for the money +13 pts Makes tax preparation easier than other brands of software - Is a brand I trust - Gives me confidence to do my own taxes +1 pts Is worth paying a higher price for given its superior features +10 pts Average Brand Image Attributes +5 pts
Facebook users are much more active: 1 in 4 visitors from Facebook.
Update their status more than once per week.
Strong Word of Mouth - Like to tell friends about brands they use (+11pts).
Seek recommendations on products and services before they conduct formal research.
Like to enter contests with the potential of winning prizes.
Want to play the game their friends are playing (don’t want to be left out).
7 – 11pt difference compared to non-exposed group across all Behavioral Statements
Contests and Entries It’s unclear as to what types of questions will optimize engagement (Contests) Contests Average No. Entries If you were the new president, what would you make tax deductable? 8 What is something you’ve had to prove yourself innocent of? 7 What's the funniest way you've kissed up to your boss? 6 If your life had a soap opera plot twist with taxes, what would it be? 6 If you won the Big Game, what would you do with your $25,000 SUPER REFUND GRAND PRIZE? 5 Where’s the weirdest place you’ve found money? How much? 3 What music do you listen to when you do your taxes? 3 If you were a tax Hero with superhuman abilities, what would your Hero identity or power be? 3 If you were a rock star, what about your rock-n-roll lifestyle would you make deductible? 2