This summer Intuit Small Business launched its most ambitious interactive campaign ever, “Small Business Big Game” (powered by Thismoment).
It’s big. How big? Try Super big. As in any small business can enter, and the winner gets an all expenses paid 30-second spot in version 48 of pro football’s crown jewel (yes, Legal reviewed this post). All told the program includes more than $25 million in rewards and offers for small businesses.
Intuit and the Small Business team have developed quite a reputation for their creative–and effective–online marketing. You may recall the popular “Love Our Local Business” contest they sponsored earlier this year.
If that campaign was a feather in their cap, then “Small Business Big Game” will be the whole aviary.
Why are we so confident? We’ve had the opportunity to enable each of the Intuit Small Business team’s last two user-generated content (UGC) campaigns with our digital marketing system. The team’s first foray into the UGC campaign format inspired an enthusiastic response. Intuit proved the value of giving their customers a voice.
What was even more impressive was the team’s next effort. By applying key learnings from the first campaign, they achieved a nearly 3X boost in entries with less promotional ad spend. The biggest factor was a streamlined entry submission flow. By focusing on the user experience and reducing the number of steps to submission, the team drove a significantly higher conversion rate.
They also cultivated the email contacts they collected in the first campaign, maintaining and building on those relationships.
Look for a more detailed analysis of Intuit’s online innovation in a future case study. In the meantime, we encourage brand marketers to go to school on Intuit’s real-time execution of “Small Business Big Game.” With a big game ad at stake and the Intuit team’s track record, count on engagement that just might make the big game look small.
