Scott Gulbransen/PR & Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com
Sexy??? 1 Sexy! Sexy!
Sexy??? 1 Hell no! @$#! No!
Customers Tell Our Story 2 OBJECTIVES
Make our customers and prospects aware of our free online product
Get customers talking more about TurboTax and their experience
Twitter Facebook YouTube Channels
Freeloader Nation 3 Campaign Ecosystem
Freeloader Nation 3
Become of a friend of MySpace Secret Shows and TurboTax and get notified of Secret Shows 48 hours in advance
Friends of Freeloader Nation get a chance for VIP access at each show
TurboTax will sponsor 5 shows in major cities nationwide from Jan-Mar
How it worked Secret Show Integration
Leverage Secret Shows (427K friends) to friend TurboTax
TurboTax MySpace Community page acts as Freeloader Nation hub
Tay Zonday as campaign host, conduct interviews, present at shows, promoted thru his network
PR integration in each of the 5 cities
Social Experiment: 4
Leverage the traffic and friends from:
to engage with TurboTax to win amazing prizes for FREE utilizing an innovative contest concept that’s never been done before
Create a conversation that connects the TurboTax brand to FREE Goal How
And the Winner is… 4 Campaign Exposure
Over 6000 entries
Through syndication across tens of thousands of Friends & Followers, we reached over 1M Friends of Friends
Campaign had a Click Thru Rate 5x higher than our average CTR for entire display campaign.
Average Entries per Respondent = 5
And the winner of $10,000 is… @LuckyCat7 via Twitter: I like twitter because people can follow me ~ just don't follow me to the bank when i win the $25k from turbotax!
Targeting Twitter 4
Proof in the Pudding 5 Friends: ( +5 ) pts lift
Friends: ( +10 ) pts lift
Increased brand equity and purchase intent among those who participated in the campaign
Non-Exposed Friends Unaided Awareness Total Awareness Avg. Positive Attributes Purchase Intent Familiarity TurboTax Brand Image Attributes - Top Two Box Pt Diff. Is the easiest way to get the biggest refund +8 pts Is the easiest way to prepare my taxes +2 pts Does the work for me +1 pts Gets me the most deductions +6 pts Covers all my tax needs no matter what my situation +10 pts Is a good value for the money +13 pts Makes tax preparation easier than other brands of software - Is a brand I trust - Gives me confidence to do my own taxes +1 pts Is worth paying a higher price for given its superior features +10 pts Average Brand Image Attributes +5 pts
Scott Gulbransen TurboTax PR&Social Media @prgully Facebook.com/scottgulbransen Personal Blog: www.scottgulbransen.com Dad’s Blog: www.everyotherthursday.com