H&R Block : Billion Back Records
People get stressed out about taxes. And that’s not good for tax preparation company H&R Block. So, to turn tax season from an anxiety-ridden time of procrastination into an exciting time of refund fueled celebration, we launched a record label. 10 artists. 10 original songs. 62 million impressions. 3.6 million video views.
The campaign and launched along with a sweeps to build engagement and gather data.
The idea of a tax company launching a record label garnered lots of PR right from the start.
The Billion Back Records roster.
The best song and video came from the electronic duo Pomplamoose, who used texture mapped projections over 3D sets manipulated by hand in real time.
The roster was well rounded in terms of musical genres and reach, with some of the simplest content bringing in the most views, comments and shares—as well as positive sentiment about the brand.
SoundCloud playlist of all ten tracks.
Sweepstakes landing page built around rockstar-themed prizes.
An early partnership with Giphy when they had just launched gave us 50 original animation music/money mashup gifs for about 1/10th what it would cost just a year later.
Tax refund themed parody of a Coachella-esque festival flyer.
Four people received custom Billion Back guitars—one sweeps winner and three awesome clients.
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