SIGNAL LA: THE CONTENT MARKETING CONVERSATION

Los Angeles/ February 9, 2011

A Ginormous Bet TurboTax Owns an entire night of NBC Primetime & Digital

Signal LA 2.8.11

Seth Greenberg, VP Global Media & Digital Marketing, Intuit @sethg

Intuit Proprietary & Confidential

A leading provider of business and financial management solutions

Who we are

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Cross-Platform + Media Strategy

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Upper Funnel Awareness to Conversion

Fred Willard for NBC Late Night

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Introducing the TurboTax All-Star Celebrity Treasure Hunt

NBD = Never Been Done

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Comcast purchased 51%, but we owned NBC.com on 1/30

NBC.com: Sitewide Roadblock on 1/30

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Getting the Word Out

• Treasure Hunt masthead unit on Home Page of YouTube – 1/29

• Editorial Feature on Yahoo! TV Home Page

• Editorial Feature on Yahoo! OMG Home Page

• Print ads in ESPN, Life & Style, In Touch and STAR

• Display media targeting Entertainment content: over 100MM impressions

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Online Experience

• Over 1.2M page views Sunday - Monday am

• Approx. 50,000 Unique Visitors on Sunday night

• Over 18,000 Sweepstakes entries night of airing

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We’re not finished yet – the Hunt continues

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Social Extensions

Negative

9%

Positive

14%

Neutral

76%

Check out the TurboTax Treasure Hunt going on on

NBC right now during commercial breaks. Follow

along here: http://www.nbc.com/turbo-

tax/

Had fun doing the Turbo Tax All-Star Celebrity Treasure Hunt Live online interactive

game! That was fun!!

Had fun doing the Turbo Tax All-Star Celebrity Treasure Hunt Live online interactive

game! That was fun!!

#nbchunt This was frustrating to follow.

Reflects poorly on sponsor...TurboTax.

Negative Neutral Positive

• 1700+ mentions of #Nbchunt on Twitter as of 9:30am Monday morning

• 91% of all sentiment classified as favorable (either positive or neutral)

• “TurboTax” mentioned in approx. 10% of all program Twitter mentions

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TurboTax TurboTaxi

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Enabling Multiple Platforms:

Android

35,000 Page Views

iPhone

iPad

43,000 Page Views

35,000 Page Views

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TH iPad/ Mobile Experience

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So how did we do? – On a “Learning Journey”

*Based on Post-Event Study

• 31% of Sunday night viewers watched specifically for All-Star Celebrity Treasure Hunt

• 80% felt online challenge was fun & engaging

• Because of the sponsorship:

• 34% more likely to use TT

• 36% more likely to recommend

• 43% more favorable towards TT

• 85% of audience solely or partially responsible for preparing household taxes or choosing tax preparer

*UPCOMING:

•Purchase Intent Research

•Viewer and visitor analytics

•Ratings vs. National Treasure