“Tax-Preparation Firms Adjust Pitches to Recession,” Wall Street Journal
January 13, 2009With the recession pinching many Americans, tax-preparation firms are scaling back the humor and striking a more practical chord. To attract new clients, TurboTax is promoting its free online edition, largely through social-networking sites planned by MS&L. The campaign includes a partnership with MySpace in the form of a site called FreeloaderNation.com, where consumers can find free help with filing their taxes and win prizes ranging from cash to concert tickets. TurboTax also has hired Tay Zonday, an Internet celebrity whose songs have generated more than 50 million views on video site YouTube, to compose a song about TurboTax's "Freeloader Nation" campaign.