Local mobile search giant ChaCha has parntnered with H&R Block for the tax services company's first SMS advertising campaign. In a release, H&R block cited the leap in volume last year (25%) in tax related searches via ChaCha's mobile answer service.
"I think the program not only provides H&R Block with another connection point to consumers at a critical time of the year, but also provides consumers with easy access to much-needed free answers to their difficult tax questions" said VP of Marketing for digital tax services, Paula Drum.
Not only do 263 million Americans now use mobile phones, but 85% of ChaCha users are under the age of 25. This agreement signifies a strong move for H&R Block against the likes of Quicken and TurboTax. DIY software allows the computer literate to complete their taxes without assistance- and at significant savings over H&R Block's standard service.
The SMS advertising campaign will be augmented with other online initiatives. All will direct users who send tax related queries to ChaCha to H&R Block's WAP site for information on free online tax preparation services.
Terms of the deal have not been disclosed. You can see more information from the IBJ.
From the news wire:
ChaCha, a free mobile answers service, allows users to call 1-800-2ChaCha™ or text questions to ChaCha (242242™) on mobile phones and receive answers within minutes. Its unique advertising solutions provide pay-for-performance opportunities for advertisers to precisely target and embed their messages within millions of text conversations. Unlike traditional media, ChaCha's advertising platform is simple and measurable.
About H&R Block
H&R Block Inc. (NYSE:HRB) is the world's preeminent tax services provider, having served more than 400 million clients since 1955 and generating annual revenues of $4.1 billion in fiscal year 2008. H&R Block provides income tax return preparation and related services and products via a nationwide network of approximately 13,000 company-owned and franchised offices and through TaxCut® online and software solutions. The company also provides business services through RSM McGladrey. For more information visit our Online Press Center at www.hrblock.com.