The Tax Rap and now "Small Business Big Game".
For seven years my motto was Go Bold or Go Home. I encouraged my teams and our agencies to strive for break-thru programs. And like George Costanza, when I pitched something so outlandish in the spirit of breaking barriers so bold with the potential of trying to get fired, I'd often get approval, recognition and even promoted (twice).
I am so happy to say I've left my final mark with what CEO Brad Smith called "Intuit's Camelot". When I pitched "Small Business Big Game" to Brad I could see the excitement on his face and 22 minutes later said "This is the best idea I've heard in my entire career".
Based on an insight that small businesses don't have a voice, the company gave me the green light to produce the biggest social media campaign, a true Cinderella story where hundreds of thousands of small businesses have a platform to share why they get out of bed each day, what drives them and share their mojo with the world.
Hundreds of thousands of entries will get narrowed down via gamification, 8000 Intuit employees will vote for their top 4. The Today Show will showcase the finalists for the world to vote. The winning small business will have a 30 second commercial produced by RPA (who produced the Ferris Bueller Superbowl spot 2 years ago for Honda). So you're watching the Superbowl commercials and it's the 3rd quarter... imagine a Paramount Pictures Tom Cruise release, followed by Gatorade, followed by our winner i.e. "Bob's Donut Shop" in SmallTown USA, and then Nike. The beauty of it is that the first 27 seconds of the spot will be all about the winner, and nothing about Intuit, no product integration. There will be a tag at the very end that shows how Intuit stands for the little guy and a call to action that kicks off the next big thing (which I won't disclose).
The campaign went live last week and has gotten the amazing buzz and earned media I had hoped and expected. Already thousands of articles from AdAge to USA Today... And it's literally just the beginning.
I previously posted why I left a great job. I am rooting my former team on from the sidelines. I know this ginormous social media campaign will get them all fired...up!