Daryl Johnson, a 28-year-old, fun-loving, golf-playing, lawn care company owner, is the new spokesperson for eSmartTax.com, the online tax service powered by Liberty Tax Service. Before Daryl meets the entire United States, eSmart Tax is introducing him to his hometown of Richmond with radio, television and web ads, in addition to a digital billboard broadcasting his posts from Twitter in real-time.
The billboard is truly the first of its kind to merge traditional and new media in one space, while using a real customer as the brand ambassador. This innovative combination of media integrates with a larger, more comprehensive campaign comprised of television and radio advertising, as well as social media, web and guerilla marketing.
“We believe that traditional advertising and social media engagement can be effectively integrated; and Daryl’s live Twitter feed on a digital billboard is proof,” says Dave Saunders, President & Chief Idea Officer of Madison+Main, the Richmond-based advertising and new media firm hired by eSmart Tax to create the campaign. “The key is to let a regular, everyday guy be the voice of the brand. Someone who represents what social media, Richmond and eSmart Tax are all about.”
On the first digital Twitter billboard in Richmond, Twitter.com/TheDarylJohnson will use his live feed to broadcast tax filing tips throughout the tax season to passing motorists and his online “followers.” He’ll tell Richmonders how to take advantage of the tax year’s best credits and deductions, simplify the tax filing process and maximize their tax refunds—one hundred and forty characters at a time. Plus, more importantly, he is spreading eSmart’s brand message and talking directly to consumers even when they are driving by him near the merge of interstates I-64 and I-195. And the public is responding through Twitter and even with their car horns in approval. Daryl posted the following message when the billboard went live, “Honk if you love Twitter. #honk” and many Richmonders took him up on the offer.
About eSmart Tax
eSmart Tax (esmarttax.com) is a subsidiary of Liberty Tax Service, supported by 3,400 conveniently located Liberty Tax retail offices and 15,000 Liberty Tax preparers nationwide. Founded in 1997 by CEO John T. Hewitt, a pioneer in the tax industry, Liberty Tax Service has prepared over 6,000,000 individual income tax returns. With 39 years of industry experience, Hewitt stands as the most experienced CEO in the tax preparation business. This wealth of experience is reflected through every step of eSmart’s federal and state online tax filing service.