Trident: The Fun Audit

The Only Audit You'll Actually Want on Tax Day

Launched on Tax Day, The Fun Audit – a utility brought to you by the Bureau of Fun – provided people a respite from the tax day blues and calculated how much fun they were actually having. The seamless Facebook Connect experience audited every aspect of consumers' Facebook profiles from photos, pokes, likes, check-ins, friends – serving up dynamic responses to their Facebook activity.

The technology behind it was sophisticated: a proprietary algorithm recognized hundreds of keywords across profiles, matching them against hundreds of relevant quotes and responses to generate personalized fun scores. Even Jimmy Kimmel got into the action with a fun score of 80, amplifying the campaign to mainstream audiences.

A mobile version – The Fun Audit On-The-Go – scraped consumers' dynamic Twitter feeds to generate fun scores and offer tips to make their out and abouts a bit more fun. The algorithm scoured tweets, retweets, check-ins, hashtags, followers, and Instagram photos to generate custom results. A bit of silly fun on-the-go that turned the most dreaded day of the year into something worth sharing.

Impact: FWA Site of the Day (June 7, 2012), Design Licks Site of the Day (June 8, 2012). Featured across digital marketing press including The Inspiration Room and Digital Buzz Blog. Multiple celebrities participated including Kimmel, creating viral momentum throughout tax season.

Role: Concept, Creative Direction, Art Direction, Design