To take the stress out of tax time, Dailey and Intuit distracted filers by offering up a contest that let players solve challenges by updating their status via Facebook, MySpace or Twitter. To win prizes they had to write a clever string of text, pushing creativity...as well as TurboTax. Widgets were passed around via social networks and 20 challenges were played over tax season. TurboTax judged over 5,000 entries estimated to have made around 1MM direct impressions. Supported by TV spots, sponsorships, YouTube and display ads, TurboTax filed a brilliant return.
Dailey: Nick Collier, Vice President, Interactive Creative Director; Jason Simon, Vice President, Director of Interactive Services; Eric White, Associate Creative Director; Rebecca Arnal, Vice President, Management Supervisor; Alice Choi, Program Manager. Intuit: Seth Greenberg, Director, Online Advertising and Internet Media; Brian Hovis, Online Advertising Manager; Christine Morrison, Social Media Marketing Manager; Cheryl Hassoldt, Group Marketing Manager.