TurboTax wanted to reach young tax filers. So we created a series of Fortnite games and launched a tournament that invited everyone to play for monetary rewards. Our tournament was streamed live on Twitch, engaging an audience with what they love, while also teaching them about something super boring… how to save money on their taxes with TurboTax.
We partnered with mega gaming hub, Dexerto, to host the tournament, invite gamers, and seed the campaign on their social channels. Dexerto’s brand ambassadors played through the four games we custom created in Fortnite: Coin Collector Deathmatch, Big Returns Free-For-All, Bank Roll Battle Royale, and Refund Prop Hunt.
In each of our games, the influencers not only humorously glided through the experiences but also explained how it applied to TurboTax’s unique offerings.
The result was tens of thousands of gamers joining in to play and an increase of more than 30% for 18-30 year olds.
Now if they all actually paid their taxes? That’s a different story.
Made at R/GA NY with Jacob Coutino, Spencer Cook, and Ryan O’Keefe