The Super Bowl is a key moment in time for Intuit TurboTax, as it takes place during a critical moment in tax season. In 2020, Intuit TurboTax executed a cross-channel campaign to drive massive reach and awareness, while building consideration by giving consumers as many ways to engage with the brand as possible, before, during and after the Big Game.
Intuit TurboTax launched a 360 campaign to maximize brand reach and scale during a key time for the business. The campaign engaged consumers with touch points across traditional and digital media channels, including the following tactics and elements:
Invested in a Super Bowl commercial to drive massive reach and engagement through traditional media
Conducted media outreach to drive awareness through earned media coverage
Amplified the brand campaign across web, app, streaming and audio channels
Tested new platforms and ad units to drive reach and engagement among diverse audiences on TikTok, Twitch, Snapchat, Roku and Xbox
Launched a TikTok hashtag challenge on Super Bowl Sunday, to maximize the moment in time and capitalize on our cross-channel Super Bowl marketing campaign
Leveraged sponsorships of the Twitch Streamer Bowl, Roku’s Big Game Streaming Guide and VMG X-Box to increase reach
Increased reach with supporting media across Apple News, YouTube, AOL, MSN, Snapchchat, Facebook and other platforms
Released a branded playlist on Spotify to engage consumers in a fresh way
Hosted a real-time social media “War Room” during the Super Bowl to engage with brands, fans and game-time moments with custom creative during the game
Activated digital influencers to inspire consumers to show off their #W2Step dances
Launched a sweepstakes, to incentivize consumers to share their own #W2Step dances on Twitter and Instagram
Integrated the “All People Are Tax People” messaging throughout search ads and landing pages for Super Bowl keywords, generic tax keywords, and brand keywords
The goal of this execution was to maximize brand reach and scale during a key time for the business. The campaign over-delivered in all channels, and exceeded our goals, delivering the following results:
The end-to-end campaign delivered more than 3 billion cross-channel impressions
According to third-party research from PMI Creative Diagnostics, the :45 “Remix” of the commercial drove higher likelihood for ‘buzz’ and interest in finding out more about the brand than the average Super Bowl ad
The TurboTax “All People Are Tax People” Snapchat lens saw the highest share rate among the four national Super Bowl lenses on 2/2/2020 (+64% above Super Bowl Sunday average)!
The YouTube Masthead drove millions of impressions in 24 hrs
The TikTok Hashtag Challenge significantly outperformed platform benchmarks, delivering billions of impressions and inspiring more than 600k UGC video submissions
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