The Intuit Small Business Big Game was a social campaign targeted at small businesses. Businesses entered the program to win the first-ever small business Super Bowl commercial, funded entirely by Intuit. There were multiple touch points throughout the campaign. We made certain every piece of communication directly benefited a real small business. The field of 15,000 entrants was narrowed to 20 and then to 4 finalists. The businesses were given tools to help promote themselves and generate votes — skills they could utilize to attract new customers. GoldieBlox, a small toy company in Oakland, CA, that makes building toys designed specifically for young girls, won the contest. We created a brief, concepted and produced a commercial for their specific brand. In late January, we released teasers for the spot and then, in the third quarter, GoldieBlox’s very own Super Bowl commercial debuted in front of over 100 million people.

An online video and TV spot featuring Super Bowl coach Jimmy Johnson and display ads served as the launch and call for entries. Simultaneously, a PR campaign fronted by Apprentice winner Bill Rancic began. Following the initial push, a highly targeted Facebook ad campaign continued to solicit entries. All executions drove traffic to SmallBusinessBigGame.com where businesses could enter and learn about additional prizes. Two more online videos re-engaged the target after entries were closed. Once the 4 finalists were announced, we ran an ad in the Wall Street Journal to promote them and created an out-of-home guerilla campaign. Teasers debuted online prior to the Super Bowl and the winning spot aired during the third quarter. Additionally, the PR campaign was ramped up again in the weeks surrounding the Super Bowl and partnered the winning small business owner with Mr. Rancic and Intuit CEO Brad Smith.

Intuit’s goals were two-fold. First, get the “Intuit” name out there. Second, improve sentiment toward the Intuit brand among small business owners.

The campaign and accompanying PR push generated 12.9 Billion impressions (a 900% increase over last year) — outpacing even the loftiest goals before the Super Bowl spot ever ran.

In the first month, the amount of positive comments on Intuit’s social channels jumped from 37% to 93%.

The campaign created business lifts for the nearly 15,000 small businesses who entered.

The 4 finalists:

• GoldieBlox™ (the winner) signed a national distribution deal with Target and had to open a second factory to meet demand.

• Dairy Poop All-Natural Compost — a 705% increase in website traffic

• Locally Laid Eggs — a 300% increase in feed sales and a 30% increase in egg sales

• Barley Labs Dog Treats — Now sold nationally and sales increased 121%