You’ve got a great new product that you’ve been working on for months. It’s ready to roll out. You want to make a big splash. You want tweetable moments. You want to do this right. Did someone say LEO? We thought so.
Time to Rock and Roll Out.
When you’re one of the top banks in the state of Tennessee rolling out your new Digital Banking 2.0 platform is a huge deal. First Tennessee Bank wanted a way to celebrate with all their major markets in the state including Knoxville, Nashville, Memphis, Chattanooga, Tri-Cities and even parts of North Carolina. They needed a multi-tiered, state-wide, roll-out activation. We rolled up our sleeves.
First, if the end goal is to gain more activation for your digital platform, then the best place to start is digital. We developed the First Tennessee Challenge, a custom scavenger hunt contest. Players could easily download the application from their smartphone devices and play. Prizes of up to $2,000 in each market helped incentivize.
If there’s one thing we’ve learned through the years it’s successful outcomes hinge on face-to-face, human contact. Apps absolutely add a ton of coolness factor, but if you want to really seal the deal, you’ve got to get people meeting people and having up-close-and-personal fun. We knew we had to get out and celebrate with the community. So, we utilized locations that First Tennessee sponsored including First Tennessee Park – Home of the Nashville Sounds, University of Tennessee (Go Vols!), and the First Tennessee Pavilion in downtown Chattanooga.
Like any self-respecting event aficionados would do, we asked ourselves, “Is there any way we can incorporate a giant pink pig into the festivities?” Well of course there is. Meet Hamilton, First Tennessee Bank’s long-time mascot. He not only represents having a fun time—he is an adorable shade of pink after all—but he also stands for being smart with money. Turns out, the two can coexist quite nicely. Hamilton perfectly represents the FTB brand and is sure to draw a crowd wherever he goes. Say no more…Hamilton, you’re hired.
Events cannot live by piggy banks alone. So, we created an eye-catching fun activation zone centered around, you guessed it, Hamilton. First, we turned him into a 25-foot inflatable, mobile truck that traveled with us around the state to roll out Digital Banking 2.0. This not-so-little piggy bank went rolling out to market. Next, to encourage the community to visit us, we built in bonus challenges that could only be earned by visiting a particular city’s activation celebration. This included a QR code scan challenge and selfies with our rolling Hamilton. Smile and say savings!
Over a 4-week activation time period, the First Tennessee Challenge welcomed over 13,000 players across 5 markets. This was First Tennessee Bank’s first major activation tour. The roll out was attended by thousands of people across the state and the Digital Banking 2.0 platform was successfully celebrated and widely activated.
Services provided: Experiential Marketing Creative Direction, Design, Gamification and Configuration, Production Logistics and Execution, Branding.