Dailey/Intuit
Intuit, "The TurboTron" RICH MEDIA: SINGLE EXECUTION
How can a tax brand secure Super-Bowl-sized buzz without a
multi-million-dollar TV ad buy? Get renowned ESPN sportscaster Chris Berman to blitz computer screens in a Transformer-like contraption called the TurboTron. Just six weeks before the big game, Intuit
tapped endorsement marketing firm Brand Affinity Technologies to get Berman, and Dailey and Initiative Media to develop a digital campaign to closely align the Super Bowl and tax time. The campaign
launched during Pro Bowl weekend on MSN, AOL, MySpace, and Yahoo, included homepage takeovers Super Bowl weekend, and delivered record-breaking consumer engagement amidst one of the most competitive
ad seasons of the year.