First Tennessee Sweepstakes Encourages Customers to Talk about Savings Goals
First Tennessee’s current social promotion, “Savings Resolution Sweepstakes,” capitalizes on the annual tradition of setting New Year’s Resolutions. And since the promotion’s running on an app on the bank’s Facebook Timeline and being promoted via status updates, it has the added benefit of giving customers reasons to talk about their savings goals.
The concept is pretty simple: the user completes a basic form (first name, last name, email address, savings resolution and state of residency) which counts as the sweepstakes entry. The sweepstakes complies with Facebook’s promotion guidelines and includes the option to share with friends (a check box below the “submit” button on the form).
But simplicity, share-ability and compliance aren’t the only things we like about First Tennessee’s “Savings Resolution Sweepstakes.” We also like the sweepstakes because:
- It makes the point that “saving is easy.” Everything from the graphics First Tennessee chose (change jars) to the copy it used (“Tell us what you’re planning to save more money for OR what you’re planning to spend less on in 2013”) conveyed to customers that the bank isn’t asking them to do any heavy lifting. It’s a difficult economy, and there’s comfort in the message that small efforts can add up to fulfillment of financial resolutions. Through reasonable and attainable expectations, it sets up the customer for success… one associated with First Tennessee.
- It’s timely and relevant. Savings accounts can help customers reach their goals. What better time of year to attach a brand to the effort than January, which not only contains New Year’s but is also labeled Savings Month and Financial Education Month?
