ICE Factor and AT&T U-verse Retail Promotions
This past summer, Crain’s Chicago Business featured ICE Factor’s work with H&R Block as one of the top five experiential marketing campaigns. Read Steve Hendershot’s full article below and/or click on the link: http://bit.ly/1A5j7eh
Kansas City, Missouri-based tax preparer H&R Block Inc. ran a national campaign during tax season called “Get Your Billion Back, America,” referring to tax deductions that Americans leave unclaimed each year. The company hired Carpentersville-based agency Integrity Marketing Solutions LLC, doing business as ICE Factor, to create campaigns in Chicago, Atlanta and Nashville, Tenn.
The agency quickly conceived a stunt that was both attention-grabbing and faithful to H&R Block’s product and image: They could literally give money back to consumers. ICE Factor teams carried grab bags full of a mix of real and pretend money to el stops and the United Center. As consumers reached into the bags to pull out what they hoped were real bills, the ICE Factor team expounded on its client’s virtues.
“Our intent is to take that quirky hook and then build on it to create a more memorable, prolonged experience,” says John Guidos, ICE Factor’s director of business development. The company used the hashtag #billionback to spur conversation on Twitter and to collect reaction to the campaign.
The ICE Factor teams visited more than 800 locations in the three markets, collected about 5,000 email addresses and scheduled about 1,500 appointments with H&R Block tax preparers.
Contact ICE Factor today for any and all of your marketing needs at: (847) 844-0814 or E-mail us at email@example.com
Market: Illinois, Indiana, and Minnesota
Timing: January – March 2012
Objectives: Multiple teams were utilized throughout each market and consisted of team members as Brand Ambassadors utilizing branded Segways and human QR code units (ICE Media Gear).
Elements: Multiple teams were utilized throughout each market and consisted of team members as Brand Ambassadors utilizing branded Segways and human QR code units (ICE Media Gear).
Results: Generated 500,000+ impressions from consumer traffic. Collected data from thousands of consumers on-site for each market and provided real-time results daily for follow-up. Increased Latino consumer market by 5%, scheduled 4,000 consumer appointments and provided a 13% conversion for H&R Block.
Other: ICE Factor’s successful results from the 2012 Guerrilla Marketing Campaign led to H&R Block hiring ICE Factor for other events, such as the Super Bowl, as well as an increased number of activations for the 2013 year.
“I have worked with many vendors during my 20 years in the business, but ICE Factor, by far, is the gold standard for active, positive, effective relationships that drive results. Working with ICE Factor was one of the best decisions I’ve made. Their creativity, program development skills, training, and people make them the perfect partner. We drove fantastic results, as promised, and increased our visibility because of their unique approach and creative focus on our business. I passed them on to colleagues who will be using their services as well. They are now a permanent part of my yearly planning. Truly active partners who go above and beyond to find solution to any obstacle. Can’t say enough good things. Thank you Russ, Bret and team!” – Regional Marketing Manager, H&R Block
Contact ICE Factor today for any marketing needs at: (847) 844-0814 or E-mail at firstname.lastname@example.org