PRO Case Study
Case Study: How Intuit Used Viral Marketing and an Interactive Web Site to Generate Small-Business Leads, Engage Customers
by Kimberly SmithCompany: Intuit, Inc.
Contact: Gretchen Harding, senior marketing manager at Intuit
Location: Mountain View, CA
Industry: Software (Accounting), B2B
Annual revenue: $2,670,000,000
Number of employees: 8200
Quick Read
Inspired by the popularity and viral success of Office Max's "Elf Yourself" campaign, Intuit, the maker of QuickBooks, recently set out to determine whether a similar strategy might enhance its marketing efforts and creatively engage small-business customers.
Together with interactive agency EVB, the company developed "The Jingle Generator" to assist users in creating customized business jingles, which can then be forwarded to customers/colleagues and downloaded for future use.
Throughout the program, users are encouraged to learn more about the company's QuickBooks product and download a free version of the software in exchange for accepting communications from the Intuit sales team.
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