A Ginormous Bet TurboTax Owns an entire night of NBC Primetime & Digital, Seth Greenberg, VP Global Media & Digital
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SIGNAL LA: THE CONTENT MARKETING CONVERSATION
Los Angeles/ February 9, 2011
A Ginormous Bet TurboTax Owns an entire night of NBC Primetime & Digital
Signal LA 2.8.11
Seth Greenberg, VP Global Media & Digital Marketing, Intuit @sethg
Intuit Proprietary & Confidential
A leading provider of business and financial management solutions
Who we are
Intuit Proprietary & Confidential4
Cross-Platform + Media Strategy
Intuit Proprietary & Confidential5
Upper Funnel Awareness to Conversion
Fred Willard for NBC Late Night
Intuit Proprietary & Confidential6
Introducing the TurboTax All-Star Celebrity Treasure Hunt
NBD = Never Been Done
Intuit Proprietary & Confidential
Comcast purchased 51%, but we owned NBC.com on 1/30
NBC.com: Sitewide Roadblock on 1/30
Intuit Proprietary & Confidential8
Getting the Word Out
• Treasure Hunt masthead unit on Home Page of YouTube – 1/29
• Editorial Feature on Yahoo! TV Home Page
• Editorial Feature on Yahoo! OMG Home Page
• Print ads in ESPN, Life & Style, In Touch and STAR
• Display media targeting Entertainment content: over 100MM impressions
Intuit Proprietary & Confidential9
Online Experience
• Over 1.2M page views Sunday - Monday am
• Approx. 50,000 Unique Visitors on Sunday night
• Over 18,000 Sweepstakes entries night of airing
Intuit Proprietary & Confidential10
We’re not finished yet – the Hunt continues
Intuit Proprietary & Confidential
Social Extensions
Negative
9%
Positive
14%
Neutral
76%
Check out the TurboTax Treasure Hunt going on on
NBC right now during commercial breaks. Follow
along here: http://www.nbc.com/turbo-
tax/
Had fun doing the Turbo Tax All-Star Celebrity Treasure Hunt Live online interactive
game! That was fun!!
Had fun doing the Turbo Tax All-Star Celebrity Treasure Hunt Live online interactive
game! That was fun!!
#nbchunt This was frustrating to follow.
Reflects poorly on sponsor...TurboTax.
Negative Neutral Positive
• 1700+ mentions of #Nbchunt on Twitter as of 9:30am Monday morning
• 91% of all sentiment classified as favorable (either positive or neutral)
• “TurboTax” mentioned in approx. 10% of all program Twitter mentions
Intuit Proprietary & Confidential12
TurboTax TurboTaxi
Intuit Proprietary & Confidential
Enabling Multiple Platforms:
Android
35,000 Page Views
iPhone
iPad
43,000 Page Views
35,000 Page Views
Intuit Proprietary & Confidential
TH iPad/ Mobile Experience
Intuit Proprietary & Confidential15
So how did we do? – On a “Learning Journey”
*Based on Post-Event Study
• 31% of Sunday night viewers watched specifically for All-Star Celebrity Treasure Hunt
• 80% felt online challenge was fun & engaging
• Because of the sponsorship:
• 34% more likely to use TT
• 36% more likely to recommend
• 43% more favorable towards TT
• 85% of audience solely or partially responsible for preparing household taxes or choosing tax preparer
*UPCOMING:
•Purchase Intent Research
•Viewer and visitor analytics
•Ratings vs. National Treasure
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