case study: hacking the media ecosystem
TRANSCRIPT
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
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?
our white space:
all the way to the end
all the way to the end
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”
why all this effort?but this was a contest for a Super Bowl ad, right?
when one business took the prizethen the Super Bowl finally arrived
when one business took the prizethen the Super Bowl finally arrived
15,000 small businesses entered to win
Tens of thousands of tweets reaching millions of followers
Number one trending topic on Facebook
and Intuit finished their media hack