Jackson Hewitt launches tax season social effort

Share this content:

Jackson Hewitt Tax Service launched a campaign March 4 featuring a video contest and photo sweepstakes that will run through the April 15 federal income tax filing deadline. The company's digital agency, Sentient Interactive, developed the campaign elements.

The Parsippany, NJ-based company created the campaign to raise brand awareness and increase its social media following, said David Koroghlian, director of online and interactive marketing at Jackson Hewitt.

Consumers must upload a video of themselves passing a company flier to another person to Jackson Hewitt's Facebook page to enter the “Win Win with the Big Check” video contest. A panel of company employees will reward one of the top 20 most popular videos, as voted by Facebook members, with $10,000 and an additional $10,000 that the winner can give to someone else.

At the campaign's close, Jackson Hewitt will merge all submissions into one video and feature it on its YouTube channel, said Koroghlian. He added that the company has not yet determined whether the video will be used for other purposes in the future.

The “Jackson Hewitt's Got My Back” photo contest will award $1,000 each week to one consumer who uploads a photo of himself or herself in front of a non-Walmart Jackson Hewitt location to the company Facebook page or website, or who tweets the photo.

“The photo sweepstakes is for our Jackson Hewitt overall brand, and the video contest is for our Jackson Hewitt online [tax preparation] product,” said Koroghlian.

Jackson Hewitt will collect e-mail addresses from participants in both initiatives. The company will also collect Facebook profile data under the “everyone” privacy setting and birthday information from video contest participants.

Koroghlian said it is “yet to be determined” whether Jackson Hewitt uses collected e-mail information for future communications. He added that the company is only collecting birthdays as a “strictly legal component so that we know you're over 18 [years old].”

The campaign targets all US taxpayers, but specifically members of “Generation Y,” said Koroghlian.

Jackson Hewitt is promoting the contest and sweepstakes through Facebook Ads. It is promoting the video contest through its Twitter account, tweets, a PR outreach program and in-store signage.

Sign up to our newsletters

Company of the Week

Since 1985, Melissa has helped thousands of companies clean, correct and complete contact data to better target and communicate with their customers. We offer a full spectrum of data quality solutions, including global address, phone, email, and name validation, identify verification - available for batch or real-time processes, in the Cloud or on-premise. Our service bureau provides dedupe, email/phone append and geographic/demographic append services for better targeting and insight. For direct mailers, Melissa offers easy-to-use address management/postal software, list hygiene services and 100s of specialty mailing lists - all with competitive pricing and excellent customer service.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above