Lately two rival companies have come up with two very different yet brilliant advertising campaigns that just happen to mention the same “Big Number”.
One Billion Dollars.
When I was growing up, nobody ever even heard of a Billion. One Million was the mark of success. People wrote songs about it. Dreamed about it. Yearned for it. Now, One Million is phffft – so not thought of. Now the magic number is:
One Billion.
That gets your attention.
H&R Block – Get your Billion Back America.
The H&R Block advertising campaign stating tax paying Americans left $1 Billion Tax Dollars on the table last year is a great commercial.
They state a specific amount of money, One Billion Dollars.
They break it down into easily identifiable chunks – Five Hundred Dollars – everyone can relate to.
They then proceed to place that money on an empty seat in a football stadium just waiting for you to come and claim it.
It’s almost like they are saying, here is your money, pull up a chair – we saved one just for you.
With January being the height of football season this commercial is a great move on their part and works on so many levels. It gets your interest and makes you want the money and it is all so simple to get! Just go to H & R Block.
As a customer, or potential customer, at no point in the commercial or your internal thought process is any mention of how much H&R fees cost or exactly how much you will get back – if any (read the fine print on their web site and print ads). You are just presented with the idea that there is money, your money, out there in the tax system that is going someplace else. And all you have to do is go to H&R Block to get it.
INUIT, Berkshire Hathaway – March Madness – Win $1 Billion Dollars With A Perfect Bracket.
INTUIT, and Berkshire Hathaway have an equally brilliant advertising campaign with a much different sport and approach.
All you have to do is enter their free contest and fill out a Perfect March Madness Bracket.
Easy.
Also astronomically improbable.
They too are using the Billion Dollar key word but this time they are putting their money where their mouth is. If you can fill out a Perfect March Madness Bracket, you win $1 Billion Dollars. Free!
With the March Madness advertising campaign it is never mentioned that this one billion is your money America. It’s theirs. But it could be yours. And it does not cost you anything to except time to enter and win.
This, plain and simple, is gambling.
INTUIT and Berkshire Hathaway are gambling that nobody will win. At 9.2 Quintillion to 1, that seems like a pretty safe bet.
You are just entering a free contest with no obligation to buy anything.
Of course, INTUIT and Berkshire Hathaway want you to ultimately buy something from them, whether it is tax and financial products and services or investment plans, they are hoping to attract new business and make money.
This contest helps make that process fun and instills a sense, at first, of no risk.
The Payoff.
Both Intuit and H&R Block are hoping the real payoff is new revenue and profits for them. In order for this to happen, the revenue has to exceed the cost.
And that my friend is the One Billion Dollar question.
How much are these advertising campaigns costing them? (Hint, it is no where near 1 billion)
INTUIT and Berkshire Hathaway are backing their One Billion Dollar payout with an insurance bond. But, how do you put a number, a dollar amount, to a policy like this? It has never been done before. The cost of insurance policies and bonds is directly related to the risk of that particular event, or trigger, happening. In this case, it is 9.2 Quintillion to 1. You stand a better chance of being struck by lightning in your life time. And I bet lightning strike insurance is not very expensive.
I bet this INTUIT insurance bond, and the added cost of setting up this contest, isn’t very expensive either. If I had to guess, probably several hundred thousand dollars.
H&R Block probably does not have any added insurance cost associated with their get your billion back campaign. But, they may have increased their advertising budget. And this could impact their bottom line. I’m sure they always allocate more to their advertising budget during tax season. The question is, how much more are they spending this year? Their commercials are running during prime time football broadcasts. I’m willing to bet that extended commercial time is more expensive than a 9.2 Quintillion to 1 insurance bond. So their gamble is probably a bit riskier than Buffett’s.
By the numbers.
For those of you who think the Get Your Million Back is a scam and false advertising . . .
$500 left on every seat in every NFL Stadium = 1,080,745,500.
Stadium |
Capacity |
Team(s) |
|
|
FedExField |
85,000 |
Washington Redskins |
|
|
MetLife Stadium |
82,566 |
New York Giants AND Jets |
|
|
Lambeau Field |
80,750 |
Green Bay Packers |
|
|
AT&T Stadium |
80,000 |
Dallas Cowboys |
|
|
Arrowhead Stadium |
76,416 |
Kansas City Chiefs |
|
|
Sports Authority Field at Mile High |
76,125 |
Denver Broncos |
|
|
Sun Life Stadium |
75,540 |
Miami Dolphins |
|
|
Bank of America Stadium |
73,778 |
Carolina Panthers |
|
|
Mercedes-Benz Superdome |
73,208 |
New Orleans Saints |
|
|
FirstEnergy Stadium |
73,200 |
Cleveland Browns |
|
|
Ralph Wilson Stadium |
73,079 |
Buffalo Bills |
|
|
Georgia Dome |
71,228 |
Atlanta Falcons |
|
|
Reliant Stadium |
71,054 |
Houston Texans |
|
|
M&T Bank Stadium |
71,008 |
Baltimore Ravens |
|
|
Qualcomm Stadium |
70,561 |
San Diego Chargers |
|
|
LP Field |
69,143 |
Tennessee Titans |
|
|
Gillette Stadium |
68,756 |
New England Patriots |
|
|
Lincoln Financial Field |
68,532 |
Philadelphia Eagles |
|
|
Levi’s Stadium |
68,500 |
San Francisco 49ers |
|
|
EverBank Field |
67,246 |
Jacksonville Jaguars |
|
|
CenturyLink Field |
67,000 |
Seattle Seahawks |
|
|
Edward Jones Dome |
66,000 |
St. Louis Rams |
|
|
Raymond James Stadium |
65,890 |
Tampa Bay Buccaneers |
|
|
Paul Brown Stadium |
65,535 |
Cincinnati Bengals |
|
|
Heinz Field |
65,050 |
Pittsburgh Steelers |
|
|
Ford Field |
65,000 |
Detroit Lions |
|
|
University of Phoenix Stadium |
63,400 |
Arizona Cardinals |
|
|
Lucas Oil Stadium |
62,421 |
Indianapolis Colts |
|
|
Soldier Field |
61,500 |
Chicago Bears |
|
|
O.co Coliseum |
53,200 |
Oakland Raiders |
|
|
TCF Bank Stadium |
50,805 |
Minnesota Vikings |
|
|
(Seats * $500) = |
2,161,491 |
500 |
= |
1,080,745,500.00 |
OK, so it is not exactly 1 billion but it is at least in the ball park stadium.
They never say you will get $500 dollars back. (again, read the fine print) “Results may vary”. It is just beautifully subliminal advertising.
Statistically, and they state this on their website; approximately 11 million people will make errors on their returns. 1 in 5 results in missed refund money, which averages $460 dollars. (11,000,000 / 5) * 460 = 1,012,000,000. Again, not exactly but in the ball park.
NY Fans get jipped. MetLife Stadium is a shared venue between the New York Giants and New York Jets. Every other NFL franchise fanbase get $500 per seat / per fan. NY fans have to split the money.
But hey, they get the SuperBowl this year so that more than make up for it – Right?
Oh wait, most of that revenue does not go to the fans. . .