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Case Study: How Intuit Used Viral Marketing and an Interactive Web Site to Generate Small-Business Leads, Engage Customers

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Company: 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.


To date, more than 25,000 jingles have been created, and the company has exceeded its targeted metrics for usage and free software downloads (i.e., leads), earning viral a secure spot in the company's overall marketing mix.


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Kimberly Smith is a staff writer for MarketingProfs. Reach her via kims@marketingprofs.com.

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