Intuit is hitchhiking on the online buzz surrounding the Super Bowl for its latest digital campaign to promote TurboTax. In fact, TurboTax all but tackles consumers by taking over the home pages of Yahoo, AOL and MSN both on Super Bowl weekend and the weekend preceding the event.
TurboTax is a familiar presence on TV during tax season, but the high price to advertise in the Super Bowl didn’t make sense. “TurboTax wanted to be associated with all the hype without the in-game ad cost,” said Michael Hayes, evp and managing director, digital, for Initiative, which handled the campaign.
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