SlideShare a Scribd company logo
hacking media
Intuit’s a great company

20.8B
Market Cap
with a great culture
#8 on 2014
Fortune
List of Best
Companies
To Work For
featured in The Lean Startup
but they’re not small

Intuit SMB customers generate $2.6 trillion: ~20% of US GDP
1 in 12 American workers are paid with Intuit Payroll
Intuit’s primary competition
there’s just one problem

Where did
it say “Intuit”?
it was time to take credit
a simple idea

give small businesses a voice,
celebrate their passion
overcommit by showing our love of small business

on the biggest stage

>
110MM : 1x
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?
we had to celebrate SMBs
Jimmy was a riot
Bill was everywhere at once
Drew Brees lent a hand
the press loved it
entries started pouring in
and then we activated SMBs
they were scrappy and tireless
for seven months
all the way to the end
all the way to the end
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”
then the Super Bowl finally arrived

when one business took the prize
then the Super Bowl finally arrived

when one business took the prize
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
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

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