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.

1. hacking media

2. Intuit’s a great company
20.8B
Market Cap

3. with a great culture
#8 on 2014
Fortune
List of Best
Companies
To Work For

4. featured in The Lean Startup

5. 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

6. Intuit’s primary competition

7. there’s just one problem
Where did
it say “Intuit”?

8. it was time to take credit

9. a simple idea
give small businesses a voice,
celebrate their passion

10. overcommit by showing our love of small business
on the biggest stage
>
110MM : 1x

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?

12. we had to celebrate SMBs

13. Jimmy was a riot

14. Bill was everywhere at once

15. Drew Brees lent a hand

16. the press loved it

17. entries started pouring in

18. and then we activated SMBs

19. they were scrappy and tireless

20. for seven months

21. all the way to the end

22. all the way to the end

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