H&R Block has launched an experiential effort to get its brand—and some cold, hard cash—into the hands of taxpayers. The program, which involves kiosks that dispense $10 to $100 to participants, is part of an integrated campaign called Get Your Billion Back America that launched on Jan. 13 and includes broadcast, digital and social channels, as well as a segment on “The Ellen DeGeneres Show.” The idea is to inform consumers that one in five taxpayers who prepare their own returns leave money on the table, resulting in $1 billion in unclaimed money.
“Our challenge as a services brand is finding ways to engage consumers outside of traditional media,” says Christina Lively, director of brand strategy and integration at H&R Block. “This is a way to let consumers touch and feel and sample our product.”
The kiosk, which Lively describes as part-ATM machine and part-video/photo booth, is located within a 20-foot by 20-foot activation at high-traffic locations. Participants take a two-minute quiz on an interactive touch screen, answering multiple-choice questions about the campaign and what they would do with a billion dollars, then the machine spits out $10 bills, which represents their piece of the billion. The kiosk also takes their photo or a video with the cash, which they receive via email. On-site brand ambassadors answer questions about H&R Block and schedule tax preparation appointments.
The program, which runs through tax preparation season, has traveled to Atlanta, Kansas City, Los Angeles and most recently appeared at the Barclays Center in Brooklyn, New York. Agencies: Ketchum, New York City; Decibel Management, Wake Forest, NC; M1, Chicago; CGS Premier, New Berlin, WI; Greenroom Communications, Raleigh, NC.