H&R Block Gets Experiential
“Our challenge as a services brand is finding ways to engage consumers outside of traditional media,” says Christina Lively, director of brand strategy and integration at H&R Block. “This is a way to let consumers touch and feel and sample our product.”
The Experiential kiosk, which Lively says is part-ATM machine and part-photo booth, is located within a 20-foot by 20-foot activation at high-traffic areas. Participants take a two-minute quiz on an interactive touch screen, answering multiple-choice questions about the campaign and what they would do with a billion dollars, then the machine spits out $10 bills, which represents their piece of the billion. The kiosk also takes their photo or a video with the cash, which they receive through email. On-site brand ambassadors answer questions about H&R Block and schedule tax preparation appointments.
The program, which runs through tax preparation season, has traveled to Atlanta, Kansas City, Los Angeles and most recently appeared at the Barclays Center in Brooklyn, New York.