January 12, 2012 // Franchising.com // PARSIPPANY, NJ – To continue the momentum of its new ‘Jackson Hewitt’s How You Do It!SM’campaign, Jackson Hewitt, the nation’s largest privately held tax preparation firm, has launched the Digital Dance-Off game and sweepstakes*. Hosted on the Jackson Hewitt Facebook page, the game encourages players to use their computer keyboard to match the dance moves of their animated digital dancer to the rhythm of the music. Players can customize their avatar by uploading photos, and can publish their participation to their Facebook Newsfeed.
“Throughout the first week of our new campaign, Jackson Hewitt trended nationally on Twitter, a rarity for a tax industry brand,” said Debra Dowd, chief marketing officer of Jackson Hewitt Tax Service Inc. “Our campaign outperformed category competitors in the social space, and we hope the Digital Dance-Off will build on that momentum.”
Jackson Hewitt’s nationwide system of nearly 6,500 locations includes 2,800 Walmart locations. Daily winners of the Digital Dance-Off will be randomly selected to receive Walmart gift cards ranging in value from $10 to $1,000, and all players will be entered to win the $5,000 Walmart gift card grand prize to be awarded following the February 27, 2012 conclusion of the promotion. Jackson Hewitt fans can also see how their dance moves perform against their Facebook friends and Facebook players as a whole.
“Facebook was the ideal platform to extend Jackson Hewitt’s campaign into the social space,” added David Koroghlian, director, interactive and social media for Jackson Hewitt Tax Service Inc. “We’re creating a massive digital word-of-mouth footprint and engaging consumers in a fun way by inviting them to dance like Steve.”
The first creative work from the ‘Jackson Hewitt’s How You Do It!SM’ campaign launched January 2, 2012. “Steve,” the first of two TV spots, has already received overwhelming support from fans on Twitter and YouTube. In addition to its broadcast and digital elements, radio DJs in major markets like New York, Los Angeles, Dallas, and Chicago will talk about Jackson Hewitt and encourage consumers to visit their neighborhood Jackson Hewitt location. The campaign will run through April 15, 2012.
Jackson Hewitt worked with Atlanta-based advertising agency 22squared to capture customers’ tax refund joy and infuse a fresh element of entertainment and pop culture into this year’s campaign.
**NO PURCHASE NECESSARY. Ends February 27, 2012. To enter and for Official Rules, visit www.facebook.com/jacksonhewitt
Based in Parsippany, NJ, Jackson Hewitt Tax Service Inc. is an industry-leading provider of full service individual federal and state income tax preparation, with nearly 6,500 franchised and company-owned locations throughout the United States, including 2,800 located in Walmart stores nationwide. Jackson Hewitt Tax Service® also offers an online tax preparation product at www.jacksonhewittonline.com. For more information, or to locate the Jackson Hewitt® office nearest to you, visit www.jacksonhewitt.com or call 1-800-234-1040. Jackson Hewitt can also be found on Facebook and Twitter.
22squared is a 90-year-old independent agency with a startup mentality. We help our clients cut through complexity with a black and white perspective that clearly defines what a brand is for, and against. A perspective that consumers can get behind and talk about. We apply this approach and other proprietary conversation strategies to create exponential ideas for Baskin-Robbins, Buffalo Wild Wings, The Costa Rica Tourism Board, Florida’s Natural Growers, Publix Super Markets, Inc., Shoe Carnival, Southeast Toyota Distributors and other iconic brands. If you’d like people to start talking about your brand, check us out at 22squared.com. We’re looking forward to the challenge.
David G. Weselcouch
Jackson Hewitt Tax Service Inc.
CooperKatz & Company