TD Ameritrade – The Most Confident Fan
TD Ameritrade came to Havas with the brief: “As an NFL and Super Bowl 50 sponsor, how can TD Ameritrade stand out among other sponsors?”
We set out to solidify TD Ameritrade as a serious NFL sponsor by developing an experience that promoted the brand’s purpose — to make you a more conﬁdent investor — in a way that was unique to TD Ameritrade.
TD Ameritrade held a competition to send 32 people to the Super Bowl. Those fans scored tickets by proving they didn’t need luck to win because they had confidence.
Using IBM Watson, we analyzed contestants’ confidence level via their social media posts based on criteria such as ambitiousness, self-assuredness, sociability, competitiveness, determination, and positivity.
As a result of this analysis, contestants were assigned a confidence score based on a scale from 1%-100% and could improve that score by sharing through social.
Average engagement on the site was 75%, and over 50% of users remained for over 20 minutes. Tracking both the confidence score and official NFL results, the confidence algorithm was able to predict the winner 63% of the time. Most surprisingly, while the majority of sports analysts had the Carolina Panthers as huge favorites to win the Super Bowl, the confidence level algorithm predicted the eventual Super Bowl champion — the Denver Broncos — by a wide margin.
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