The document discusses Intuit's "media hack" campaign for small businesses leading up to the Super Bowl. Intuit celebrated small businesses by having them enter a contest to win a Super Bowl ad, generating over 15,000 entries. Intuit activated small business customers for seven months leading up to the game, earning over 10 billion media impressions. On the day of the Super Bowl, one small business was selected as the winner, having their ad aired during the big game. The campaign was a success in bringing publicity to small businesses and generating goodwill for Intuit.
11. our white space:
What small business wouldn’t want an ad on the Super Bowl?
What small business has $4MM to spend on a Super Bowl ad?
What would small businesses do to win that ad?
How can we make them all heroic in their quest?
23. but this was a contest for a Super Bowl ad, right?
why all this effort?
7 months of activation while most everyone else was silent
10+ billion earned media impressions before the game
significant sentiment lift:
“Intuit stands for small business success”
24. then the Super Bowl finally arrived
when one business took the prize
25. then the Super Bowl finally arrived
when one business took the prize
26. and Intuit finished their
media hack
15,000 small businesses entered to win
Tens of thousands of tweets reaching millions of followers
Number one trending topic on Facebook
27. key takeaways
A media placement isn’t just a commodity – it can be leveraged and value
can be multiplied
Everyone likes a feel-good story
Shining the light on your customers can be a big win
Customers will go to the ends of the earth – if motivated enough