Page 82 - Best Digital Marketing Campaigns in the World

TurboTax Super Status 73

players’ extended online networks through their status updates based on
average friend/follower statistics published in April 2009.

Designed to extend engagement with the brand and support the brand’s
commitment to innovation online, the campaign prompted media coverage by
AdAge, Social Media Today and others as a category-winning example of
harnessing social media during the tax season.

Here’s how the campaign met its key objectives:

1. Create consumer and media buzz: the nature of the campaign resulted in
a lot of discussion and interaction around both the TurboTax brand and
the overall campaign, and the individual contests across the targeted
social media platforms. It also resulted in positive coverage by high-profile
industry commentators such as AdAge, Social Media Today and others,
and won an OMMA award.

2. Achieve targeted banner impression reach (200 million impressions): as
the contest module lived in widget form as well as on the microsite, the
contest was distributed across the web, even finding a home on
individuals’ own social media profile pages. The result was an estimated
6 million unique impressions (per MixerCast tracking), or three times the
pre-campaign goal.

3. Create content engagement (400,000 views/interactions): as entries were
status updates, the 5,000 direct entries received resulted in an estimated
1 million direct impressions across players’ social networks (per average
friend/follower estimates published in April 2009).

Lessons

This campaign’s success pivoted on harnessing the burgeoning popularity
and disproportionate impact of concise online status updates to engage with
social media users and spread brand awareness through their network of con-
tacts. It highlights the power of offering incentives and running contests to
promote engagement and encourage propagation through social media.