It took H&R Block, Kansas City, MO, a month to convince its $1 million winner that the prize was for real.
Late last week, a Swell, NJ, man (whose name was disclosed at a press conference this week) finally agreed to accept the prize right before a July 6 deadline. The man was chosen at random from 17 million taxpayers who used Block services this spring as part of the company’s Refund Rewards campaign (January PROMO). Block used phone calls, letters, and ultimately a media push — which included a televised plea on NBC’s “Today” — to convince him that the prize was legitimate. Had he not accepted the prize, Block would have selected another customer at random.
“It’s discouraging that, in today’s society, we’re cynical about promotions [so] that, when the real thing comes along, people find it hard to accept,” says chief marketing officer David Byers.
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