TWTRCON DC 09 Advertising Case Study: Intuit

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Case Study Twitter and Advertising
Chelsea Marti, Manager of Social Media, TurboTax and Quicken, Intuit | @QuickenChels

“Social”ism vs. Capitalism
The Convergence of Social Media, Communities and Technology
Twtrcon DC ‘09 –October 22, 2009
Chelsea Marti, TurboTax Social Media

TurboTax: The Power of 20 Million People

Freeloader Nation – Campaign Ecosystem
One-Two Punch:
Make them aware of free
Get them talking about TurboTax

MySpace Secret Shows
Past Secret Shows Include:
Tenacious D
Maron 5
Lily Allen
The Killers
Method Man
James Blunt
Ice Cube
Gnarls Barkley
Franz Ferdinand
NOFX
Offspring
The Cure
Ting Tings
All American Rejects
Neil Diamond
How it Works
Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance
Friends of Freeloader Nation get a chance for VIP access at each show
TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar
Secret Shows Integration into Freeloader Nation
Leverage Secret Shows (427K friends) to friend TurboTax
TurboTax MySpace Community page acts as Freeloader Nation hub
Tay Zonday as campaign host will conduct interviews, be present at shows, and will promote thru his network
PR integration in each of the 5 cities

SuperStatus Social Experiment: buy vs earned
Objective:
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

SuperStatus Challenge: Grand Prize

SuperStatus Challenge:Twitter, Facebook or MySpace, your favorite & why?
And the winner of $10,000 is…
LuckyCat7 via Twitter:
i like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!
Other great entries…
Facebook is the favorite, the mother of social media & TurboTax is that crazy aunt that buys you great gifts and slips you extra desserts.
Michelle prefers Facebook because her love for TurboTax can't be restrained to 140 characters; it needs to overflow like her TurboTax refund
Campaign Exposure:
>6000 entries
Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends
Engagement:
Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.
Average Entries per Respondent = 5

Twitter & SS: Targeting the right audience

13
Super Status – A Social Experiment
Exposure:
Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends
Engagement:
Campaign had a Click Thru Rate 5 times higher than our average CTR for entire display campaign.
Average Entries per Respondent = 5

SuperStatus created Purchase Intent
PURCHASE FUNNEL
Unaided Awareness
Total Awareness
Familiarity
Increased brand equity and purchase intent among those who participated in the campaign
Avg. Positive Attributes
Friends: (+5) pts lift
Purchase Intent
Friends: (+10) pts lift
Non-Exposed
Friends
14
Source: Marketing Evolution Custom Study

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TWTRCON DC 09 Advertising Case Study: Intuit

by The Realtime Report on Oct 25, 2009

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TWTRCON DC 09 Advertising Case Study: Intuit — Presentation Transcript