Case Study: Tinker Federal CU
What Money Means Campaign

Campaign Objective:

The objective of the Tinker What Money Means to Me campaign was to engage with the Gen Y audience and establish a relationship between this audience and TFCU. The overall goal of the campaign was to create awareness among the Gen Y audience, to get this audience thinking about money in their own way, and to get Gen Y interacting with the TFCU brand.

Contest Overview:

What Money Means To Me was a video scholarship contest aimed at high school and college students. The contest theme was a call to entry for videos describing what money means to these students. The grand prize was a $2,000 scholarship along with several iTunes runner up prizes. The video entries were judged to find the top 8 who were then put into an NCAA-style bracket that was housed online. The remaining videos became part of a secondary View n' Vote fan favorite contest. Voting took place during a one-week and people could vote for each day's bracket matchup as well as the View n' Vote contest. At the end of the week, the video that advanced through the bracket and won the championship matchup was the grand prize winner. The View n' Vote video with the most total votes during the week was the fan favorite winner. All components of the contest were held online to allow as much interaction between the contest and the Tinker brand as possible.

Website

Approach:

In order to reach out to the Gen Y audience in their world, a more grassroots approach was used to target them. A comprehensive grassroots marketing plan was developed to attract attention to the contest, drive traffic to the website and ultimately encourage video entries. Externally, several advertising components were used that included HTML emails to professors in the state of Oklahoma, a call to action on TFCU's Gen Y focused television spot, flyers to pass out at colleges and high schools, posters to display on college and high school campuses, promotional cards to hand out at local hangouts, print ads in college newspapers, stuffers for college bookstores and a Facebook group on the popular social network site. Third Degree also wanted to reach out to TFCU's existing members in the form of more internal advertising. Some of those components included statement stuffers, multimedia screens in branches, flyers in branches and HTML emails to their SEG groups.

HTML Email

Results:

The contest had a total of 28 participants from several different schools across Oklahoma. During the contest 3,577 people visited the site and over 5,000 votes were cast. The message of the campaign also reached several thousands more through viral marketing brought about by contestants and friends. The winner of the bracket contest reached out to their social internet community through emails, posts on several forums and Facebook, which all drove traffic to the site. During all phases of the micro website, large traffic numbers were reported. From the date of the launch the site received 6,732 unique visitors from 26 different countries. Visitors spent an average of 3 minutes on the site viewing an average of 7 pages per visit. The overall bounce rate, % of visitors who visit only a single page, was 32% which is well within the acceptable range for web statistics and performance.

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