We negotiated a deal with CBS where the E*TRADE Baby made a surprise appearance on the CBS NFL Today show in an interview with sportscaster James Brown. Predicting the outcome of the AFC playoffs, our Baby also lobbed a few jabs at sports legend Dan Marino. It was complimented by ad placements in the day’s games. No other brand personality has ever been an interviewed guest on the show before.The AFC Championship is the biggest game leading up to the Super Bowl and is one of the highest rated US television events. With this segment airing prior to the game, this placement was the closest a brand could get to being in the game, and we secured it all as added value. This media placement determined the creative content. A brand must be an official NFL sponsor to pull something like this off, but we made it happen.

• Out of 30 in‐market financial ads, E*TRADE had 4 TV ads in the top 10 most effective list• Outperformed competitors and well above scores on engagement attributes• More than 600 media mentions (250 mm+ impressions)(Source: Internal E*TRADE Financial Corporation data systems): In the week following the Super Bowl versus weeks prior:• 26% lift in visits to etrade.com • 19% lift in account applications • 16.5 MILLION views • +65% versus goal• +17% increase in Facebook Fans