Football, Fun and Finance: Navy Federal Credit Union’s Fall Promotions
Football: The fall sport with the most passionate fans? Many people in the U.S. would say so, and this season, Navy Federal Credit Union smartly offered two promotions to line up with fan frenzy.
Rally Towels
Ahead of the big Army-Navy game on December 8, Navy Fed gave away rally towels for both Army and Navy (fan choice!). One Facebook status read, “Need a little luck for the game on December 8? Navy Federal Has you covered!” The giveaway was both easy and fun: fans requested towels via a simple email, and Navy Fed encouraged them to post photos of their towels on the credit union’s Facebook timeline, as well as on Twitter and Instagram (#TeamNavyFederal).
- What we like: This giveaway appeals to the brand’s core audience and takes advantage of the huge amount of energy around a classic rivalry. For that reason, Navy Fed did not have to offer a huge prize or make its promotion competitive. Instead, it could, just for fun, make it possible for Army-Navy fans to show their colors! The result? A whole lot of social buzz, along with great photos and conversation… perfect timing as it launched its Instagram account.
Financial Football
In addition to tapping the college football crowd, the credit union wanted to reach NFL fans, as well. Partnering with Visa, it hosted the Financial Football Facebook app, an interactive football game tied not only to Monday Night Football, but also to the user’s answers to financial questions.
Answer incorrectly while on offense? Your quarterback might get sacked. Answer correctly as a defender? Your opponent might lose yards. The questions that decided game play covered many topics (savings, budgets, card account types and creditworthiness) and were geared toward all ages. Navy Fed awarded a weekly prize based on a random drawing from the top 10 scores.
- What we like: Financial Football makes financial education fun! To be in the running for the prize, fans needed a high score, encouraging them to play often (and get better and better) or attend “training camp,” where they could take lessons and learn about the topics covered in the game’s questions. This Visa app is an asset any bank or credit union can utilize, and Navy Fed wisely brings it to its football-loving Facebook fans.
