TaxBrain

Our Challenge   |   Our Solution   |  Our Results

SUMMARY:
- Nappic launched its viral ad campaign for TaxBrain in August of 2006. By January of 2007, TaxBrain tripled its revenue from the previous January. According to TaxBrain Senior Vice President of Marketing Craig Petz, TaxBrain has never even doubled its revenue from one year to the next. Petz attributes the increase in revenue to the viral ad campaign.

- Petz said, “The brilliance in the campaign was the ability to put together something that was very interesting, that was compelling to watch, that got picked up by news sources and that got in front of a very large number of people, and at the same time create something that would drive home the brand name.”

- Petz also said, “Viral is all the rage right now. So we’ve got people who come to us and say, ‘Hey I want to do viral.’ I tell them, ‘You’ve got to call Nappic because these guys get it. Almost anyone can do video production, but you need someone who gets it when it comes to what viral is all about.”

- Broadcast/News coverage:

- The viral video stunt appeared over 350 times on many networks/shows, including ESPN’s “Sportscenter,” NBC/ABC/CBS news programs and affiliate programs, “The Today Show” and “Good Morning LA.”

- Total Audience Impressions: 40,447,080

- Total Publicity Value: $1,831,259.11

- Viral Video Total Web Views: 206,696

- Total YouTube.com views: 123,596

- Stolen Nascar: Girls and Tackle (w/music) video: 68,592 views

- Stolen Taxbrain Nascar video: 37, 961 views

- Stolen Nascar cbs 13 video: 3,938 views

- Stolen Nascar KGO video: 4,495 views

- Stolen Nascar Sportscenter video: 5,839 views

- Before the Heist video: 2,771 views

- Total iFilm.com video views: 82,042

- Stolen Taxbrain Nascar video: 82,042 views

- Total Video.yahoo.com video views: 1,058

- Stolen Taxbrain Nascar video: 933 views

- Stolen Nascar Highlight—Taxbrain video: 65 views

- Stolen Nascar video: 60 views