This low-budget, integrated campaign was designed to get people excited about taxes, of all things. Talk about a challenge. It was all focused around an online viral game, Deduct-A-Buck that asked people questions about quirky deductions on their taxes and lead them to a product that walked them through all possible tax deductions.

The campaign included a mailer for top-market radio DJs to play Deduct-A-Buck on air–including prizes–banners to drive people to the game and the game itself. It was a huge success, both in market and on the award circuit. The online game won several awards in the internet arena and internationally.