We created ‘Puking Baby 42’ who asked important questions on Financial blogs – and the answer was always E*TRADE. We then ran ads on and around the Super Bowl, in newspaper and at the same time created a 2 minute Outtakes short that lived online only (ads that didn’t feature in the Super Bowl), we also generated buzz on Twitter, built a Facebook page and the Agency created a few humorous and edgy parodies of the ads and posted them on YouTube. Hundreds of other people parodied the ads as well.

The TV ads were a massive success on the Super Bowl (voted #1 by The Wall Street Journal, Adage etc), online; the Outtakes video had over 4 million views on YouTube, the baby has generated PR worth an estimated $10 million, 800+ media mentions on shows like Jay Leno, The View, E! Entertainment, The Today Show and ESPN’s. The baby has a total of over 20,000,000 hits on YouTube (ads, parodies, Outtakes combined) in the last year, over 10,000 fans on Facebook, over 9,000 blog mentions and traffic on the E*TRADE site has increased 28% as a direct result. The day following the baby’s appearance on The Super Bowl, more accounts opened at E*TRADE than at any time in the company’s history. This momentum carried over to translate into E*TRADE’s best year ever.