Case Study: Hacking the Media Ecosystem

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

give small businesses a voice, celebrate their passion

a simple idea

on the biggest stage

overcommit by showing our love of small business

>110MM : 1x

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:

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

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

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

key takeaways