Intuit Makes TurboTax Snazzy with Social Media
October 26, 2010
By Cara Brooke Schultz
In case you missed it, Seth Greenberg, VP, global media & digital marketing at Intuit spoke at the 2010 ANA Annual Conference - The Masters of Marketing. Seth talked about how Intuit is successfully utilizing the social media space to get the word out about TurboTax—and not only is the word out—the word is that TurboTax is cool! So how did Intuit make tax preparation software hip & happenin'?
First off, they took risks! Intuit hired Vanilla Ice (in 2007) to create a "tax rap" which resulted in a viral frenzy! The video received over 1 million views with a homepage takeover on YouTube and ranked as the most viewed entertainment video the week it debuted. Over 370 homemade videos with more than 2.5 million views were submitted to win the $25,000 grand prize for the TurboTax Rap Contest. Right after that, Intuit launched another YouTube contest called "tax laugh," with the tagline, "Comedy is hard TurboTax is easy!" Pretty cool for a 25-year old conservative company huh?!
With 41 percent of first time TurboTax customer's learning about the product via word of mouth or a recommendation it's no surprise that social media is a key piece to Intuit's communication strategy—and isn't social media simply word of mouth advertising on steroids with a massive megaphone?!
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