TurboTax

In January 2007 the TurboTax team launched the “TaxRap” contest. To participate, contestants submitted homemade rap videos about doing their taxes with TurboTax. What was at stake? A grand prize of $25,000 “real chedda,” plus prizes for 1st and 2nd place and “TurboTax Bling” for the top five “Viewer’s Choice” awards. What were the results? Over 500 submitted videos (the top 30 would make any agency green with envy), 3M+ views, 900+ incoming links, 700 blog mentions, 950+ MySpace Friends, 20+ features on TV, increased shelf space for universal search, and an ROI positive campaign. Case Study

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