Campaign Highlights
H&R Block gave away nearly $25,000 in gas and even with limited notice, the event resulted in multiple media hits across the country.
Overview
Tax preparation company H&R Block engaged 4media group to create and help implement a community focused “Event in a Box”: a turn-key public relations execution that would be replicated coast-to-coast as a hyper-local activation. Fueling the Community was an opportunity for H&R Block associates nationwide to meet their neighbors and build affinity in the community by offering free fuel-ups and discounts for tax preparation services.
Challenge
The challenge here was two-fold: creating and carrying out a public activation with little to no advance notice to the community or media; and securing local gas stations to partner with H&R Block associates in making the event a reality. The goal was to provide the neighborhood with a “surprise and delight” event, but to do so successfully without causing traffic or safety issues at each location.
Solution
Outreach and preparation were essential to the success of this activation. H&R Block associates in communities all across the country reached out to local gas station owners and managers to receive permission for the free fuel-up event to take place at their facility. Detailed field guides were supplied to all associates and their district general managers in advance, outlining step-by-step what should be done before, during, and after the activation to make certain all aspects were fulfilled. In addition, coupons for discounted tax preparation were provided for associates to hand out to recipients of the fuel-up. An advisory was sent out to the media in the participating communities, though broadcast or social media content could not be made public until after the event had taken place to prevent traffic issues at the location. The thorough planning done ahead of time insured an unforgettable experience for the community members and tax associates alike.
Outcome
The public relations campaign was conducted over several days in numerous cities. H&R Block gave away nearly $25,000 in gas and even with limited notice, the event resulted in multiple media hits across the country (including Sacramento, Baton Rouge, Omaha, and Little Rock).