Company: Intuit
Campaign: Quicken Online Mobile iPhone launch
PR team: Intuit consumer team and OutCast Communications
Duration: May 1-ongoing
Budget: Less than $100,000
Quicken wanted to reach the 25- to 35-year-old “paycheck-to-paycheck” demographic that is just learning to manage its money. Because this age group has largely embraced mobile, Quicken opted to launch an iPhone application that was promoted through social media.
Strategy
The iPhone application market is increasingly crowded, so even a well-known brand like Quicken has to build buzz to ...