Intuit
Company: Intuit
Campaign: The Tax Rap
For a WOM campaign last year, financial software company Intuit turned to the incongruous pairing of TurboTax and has-been rap star Vanilla Ice. Ice and 500 others submitted raps about doing their taxes with TurboTax to a YouTube channel set up by Intuit for the contest. (The YouTube channel included the tagline "Just because we're experts in tax code doesn't mean we can't bust mad flow. Ahem.")
The participant with the best video was awarded $25,000; second- and third-place winners also received cash prizes. Winners of five Viewer's Choice awards received coveted cubic zirconium TurboTax bling. The combination of a celebrity spokesperson and user-generated content -- along with graphics and other media that gave consumers a sense that Intuit was in on the joke -- resulted in more than 3 million page views, more than 900 incoming links and 700 blog mentions, according to WOMMA.
