The post starts with a question for two reasons:
1) There’s a disclaimer: my agency, 360i, has been working on the emerging media strategy for the campaign described below in conjunction with other agencies and of course everyone at H&R Block.
2) I’m genuinely curious for your feedback. Rip it, praise it, comment on it, post it on your blog, email me directly – any reaction’s helpful here.
H&R Block wanted to create a broad presence online to showcase their digital tax preparation offerings, and given their overarching campaign across all media hinges on the "You Got People" tagline, they were especially interested in tapping into social media.
The placements include:
* A profile page on MySpace, supported by a media buy there. The profile features the character Truman Greene, and it’s clear he’s a corporate shill, but he has some fun with it and creates his own ‘fan videos’, along with blog posts, a game, and other content. As of now he has over 2,100 friends.
* A YouTube page based around Truman Greene
* A Facebook page with a contest (5 fans get to file for free with TaxCut Online Premium), a Countdown to Tax Time app, a Tax Fact or Myth quiz, a poll, a game called The Deductor where you fly around collecting deductions and avoiding IRS agents, a Financial Match Quiz where you compare your finance style with a friend’s, a video from the Common Craft Show on using their new web-based tax software Tango, and then photos, wall posts, and a discussion board. There are about 850 fans. H&R Block’s also running an ad campaign which included a Facebook gift.
* Columns on eHarmony’s advice site
* A new site Digits where people can discuss tax-related issues
Below’s the Common Craft video. What’s your take?