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CarMax Super Bowl Case Study

 Event Recaps

Intuit's Small Business Big Game - A Social By Design Campaign

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Intuit’s Small Business Super Bowl Campaign

 Event Recaps

NETWORKING BREAKFAST (9:00 – 9:45)
INTRODUCTIONS (9:45 – 10:00)


I. INTUIT'S SMALL BUSINESS BIG GAME – A SOCIAL BY DESIGN CAMPAIGN (10:00-11:00AM)
A year ago, Intuit's Small Business Division's Demand Generation Team was tasked to develop a transformational campaign that would drive step function growth for the business and put Intuit on the world stage. Working with their creative agency, RPA, they developed Small Business Big Game, the largest social marketing program in Intuit's history. Through Small Business Big Game, Intuit is demonstrating that they care about small business by showcasing their passion and giving them the loudest voice to be heard – by awarding one lucky small business a 30-second commercial on the 2014 Big Game in February! This is something no brand has ever done. This transformational year-long social campaign has driven exceptional growth for Intuit on several levels including brand awareness, positive sentiment and engagement.

Speakers:
Taj Alavi, Advertising Leader – Intuit Small Business
Adam Lowrey, VP, creative director - RPA


II. CARMAX SUPERBOWL CASE STUDY (11:15AM-12:15PM)
In this session,Britt Farrar, Social Media Manager – CarMax, Inc. will share CarMax's social strategy from the 2014 Super Bowl which was led by advertising - particularly their puppy video!

Speaker:
Britt Farrar, Social Media Manager – CarMax, Inc.


LUNCH (12:15 – 1:00PM)


III. MEMBER ROUNDTABLE DISCUSSION (1:00-2:00PM)
In this session, we will open up the discussion to talk about issues that ANA Social Media Committee members are facing and build upon those topics to explore in future meetings. Topics will include:

  • Topline findings and member discussion of the 2014 Social Media Engagement Survey: The purpose of this survey, conducted in January/February 2014, was to understand customer engagement via social media from both the marketers' and consumers' perspectives.
  • The ongoing debate over the declining organic reach on Facebook.

Facilitator:
Michael Donnelly, SVP, Group Head Global Digital Marketing - MasterCard Worldwide and ANA Social Media Committee Chair