Intuit Site Draws Gen Y to TurboTax

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A new Web site for Intuit Inc. aimed at Generation Y generated an extra 50,000 new young tax filers using the company's TurboTax software.

The site,, is part of Intuit's Rock Your Refund campaign. Visitors who file online using a code get discounts on purchases from Best Buy and Worldwide Travel Exchange.

"Intuit is focusing on attracting 18- to 24-year-olds into the TurboTax franchise for a lifetime of value," said Michael Maron, director of Intuit's Rock Your Refund effort.

Ninety percent of tax filers ages 18-24 receive an average refund of $939. But Intuit claims little guidance exists online for this segment of the population.

Intuit agency Red Door Interactive, San Diego, observed the behavior and attitudes of 300 Gen Y people. The site was designed with a clean, straightforward feel to offer quick access to information and discounts.

Red Door's research included focus groups, usability studies and current market findings. The agency looked into what this group liked and grew up with. Their comfort with e-mail and the Internet showed.

The result was a site that lets users file online and then use a coupon code from Intuit. The discounts include $200 off airline tickets on the site. Worldwide Travel Exchange partnered with Intuit for discounted trips to cities like Las Vegas, Miami and Los Angeles.

Best Buy offers a 10 percent instant discount coupon for almost all products in its stores. Filers can get $50 off personal computers and notebook PCs.

Also, TurboTax allied with Russell Simmons, hip-hop executive and founder of Def Jam Recordings and Phat Farm Fashions, and UniRush Financial to help filers load their refund on a prepaid Visa card. The card automatically loads refunds if the filers have no bank account. Manufacturers & Traders Trust Co. issues the card.

It costs TurboTax users $5.95 to prepare and electronically file to the Internal Revenue Service via Filers in states that impose state taxes -- Florida, Texas, Alaska, South Dakota, Nevada, Washington and Wyoming are the exceptions -- can get help for an extra $9.95 fee.

"Basically, it's the cost of a movie and large popcorn to get all this done," Maron said.

Mickey Alam Khan covers Internet marketing campaigns and e-commerce, agency news as well as circulation for DM News and To keep up with the latest developments in these areas, subscribe to our daily and weekly e-mail newsletters by visiting

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