Hats off to Intuit for putting its money where its mouthpiece is.
The financial software maker, which for decades has touted its commitment to small business success, spent more than $25 million in 2013 to celebrate the spirit and passion of smallish-firms employing fifty or fewer workers.
The grand prize?
A free, professionally produced TV commercial aired to more than 100 million viewers on the granddaddy of all advertising stages–the NFL’s Super Bowl. Estimated value: $3 million to $4 million.
How Finalists Reached the Red Zone
Here’s the contest timeline, which began July 31, 2013 and will conclude January, 31, 2014:
- The Kickoff: To enter, qualified business owners introduced their companies on Intuit’s Business Big Game website. Through integrated marketing, owners began soliciting votes from fans, friends and customers, who then registered their support on the Big Game site. Top vote getters (of some 15,000 entrants) advanced to the second round.
- The Ground Game: Intuit encouraged businesses to continue marketing for more votes by “completing activities that enrich your story.” For many, this outreach meant social media and email campaigns, YouTube and website video, and in-store promotions. In weeks, the public narrowed the field to these 20 semi-finalists.
- Approaching the Goal Line: Next, Intuit employees selected four finalists, each of whom earned its own professionally produced, thirty-second TV spot courtesy of Intuit, (which you can view here).
- Punching It In: Following the final round of public voting (which ended December 1st, 2013) Intuit will unveil the grand prize winner, whose newly produced commercial will air sometime during the big game’s third quarter on February 2nd, 2014.
What Makes “Big Game” a Win-Win
- Marketing integration. Intuit demonstrated the power of multi-channel engagement, deftly blending traditional tactics with a contest website and social media, including a Facebook Page, Twitter feed centered on hashtag #teamsmallbiz.
- Authenticity and alignment. The promotion’s spirit, goals and execution aligned perfectly with Intuit’s brand promise to support and empower the nation’s 29 million small businesses.
- Meaningful incentives. To sustain interest during the lengthy six-month contest, Intuit awarded fun and practical prizes every step of the way, including:
- A Small Business ‘Playbook’ filled with tips and strategies
- Footballs autographed by Super Bowl winning coach, Jimmy Johnson
- $1,000 business grants
- Google AdWord credits
- Community building. Through masterful marketing and thoughtful incentives, including the very real prospect of going big league, Intuit not only reaped thousands of new users but also created a burgeoning cadre of loyal brand enthusiasts.
Unsportsmanlike Conduct?
The only blemish in an otherwise well-executed promotion is revealed in this video of a ‘guerilla marketer’ defacing other companies’ outdoor advertising.
Still, the history-making campaign promises to be a real game changer for all those who suited up for the challenge–and for Intuit, who is walking its talk of helping small companies go head to head with the big guys.
