• by OMMA Magazine Writers , September 15, 2009

H&R Block somehow managed to make tax time fun, or at least less painful, with a game on YouTube that uses the sites' video annotation technology to detect subtle differences in two similar images. The idea was to draw a link between not missing anything in the pictures and H&R Block not missing any deductions reviewing taxes. The tax preparation giant also slips in tax-related messages tied to the images during game play. The "Don't Miss It" game generated much higher-than-expected user interaction and persistence rates, with nearly half of those who start the game completing it.

Razorfish: Jonah Gellert, Senior Art Director; Martha Dixon, Copywriter; Sara Giessen, Designer; Annie Brennan, Senior Project Manager; Miguel Muelle, Video Designer.