Jan 31, 2012 at 06:45 PM
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TaxACT Buys First Super Bowl Ad

As tax season heats up, one tax prep giant is making its first foray into Super Bowl advertising. The Iowa-based, company will launch its first Super Bowl ad during the game this weekend. It's a big expenditure for a company that typically focuses its marketing budget on online advertising. While the company has not sponsored any events in the past, company officials tell SponsorPitch it's open to sponsorship.

"As far as future sports marketing and sponsoring opportunities, we’d be open to that; however, we are a direct marketing company who spends ad dollars based on efficiency, reach, and timing," TaxACT Public Relations Manager, Jessi Dolmage told SponsorPitch.

TaxACT is not alone in using sports events to get top of mind heading into the tax season. Both H&R Block and Intuit's Turbo Tax have purchased Super Bowl ad time in the past. TaxACT will use the Super Bowl ad to tout its free federal tax software.

"Our message that TaxACT Free Federal Edition is truly free for everyone is relevant for all taxpayers," said Kris Peterson, Vice President of Marketing at 2nd Story Software. "Given that the Super Bowl reached a total audience of 88.7 million viewers between the ages of 18 and 54 last year1, the Super Bowl is the ideal platform to deliver our message."

A new TaxACT web site, free.taxact.com, has been launched in preparation for the increase in traffic that the Super Bowl is likely to drive. The interactive web site builds excitement for the Super Bowl commercial while reinforcing its free message. The site features sneak peeks of the commercial, offers the opportunity to enter and engage with other participants in the Feel the Free Fridays Sweepstakes, and tests visitors' football knowledge.