Intuit hits SXSW to bolster awareness of GoPayment

Intuit recently launched a product-specific Twitter handle for its mobile payment application GoPayment. It sought to boost awareness for the product at South by Southwest in Austin, TX.

Client: Intuit
PR agency: Access Communications
Campaign: Showcasing the Power of GoPayment at SXSW
Duration: March 2011
Budget: $60,000

Intuit recently launched a product-specific Twitter handle for its mobile payment application GoPayment. It sought to boost awareness for the product at South by Southwest in Austin, TX.

A comprehensive effort around @GoPayment raised brand awareness and word of mouth through social media such as Twitter, Facebook, and Foursquare.

"It was great to see it being used on Austin's streets," says Intuit PR manager Monica Appelbe. "Attendees were immersed in the experience of mobile payments."

Strategy

Intuit and Access Communications positioned a popular local food truck and a fleet of Austin pedicabs as brand ambassadors. This allowed Intuit to show the mobile payment application in action and create demand on social channels for more information about promotions and products.

Tactics

A partnership was formed with two heavy-trafficked Intuit GoPayment customers, Chi'lantro and Pedicab company, to offer free and discounted services, only available through Twitter and Facebook. Meanwhile, during pedicab rides and food truck transactions, GoPayment could be seen in action.

In addition, menu items were designed for leading reporters who helped spread word of promotions. These included the Kincaid Korean burger for TechCrunch's Jason Kincaid and Caro kimchi fries for CNET's Caroline McCarthy.

Results

The campaign doubled the following of @GoPayment, generated 1,678 tweets about GoPayment and 2,250-plus product interactions through virtual and physical channels, and garnered coverage on local TV programs, Mashable, and in Inc.

Future

"A key strategy post-South by Southwest will be to continue blending virtual, social elements with the physical," says Jen Garcia, account director for Access Communications. "Social provides our clients with a strategic way to reach a variety of users and influencers, but we still recognize the importance of showcasing the benefits of Intuit products and services in the field at events such as SXSW."

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