A dive into the “new branch” marketing activities of TD Bank, Capital One and Chase reveals that financial institutions rely heavily on old-school, tried-and-true tactics to create awareness and drive traffic to new locations.
The TD Bank campaign “went viral” in the best sense of the concept, and so in terms of online reach, media exposure and boosts to the brand and its customer loyalty, it’s a remarkable success. If there’s any missed opportunity, it may be that the video itself seems to be the only digital asset for the campaign.
Even though it hasn’t taken the concept all the way, TD Bank’s local focus makes it unique in the Google+ space: we don’t see another bank posting branch-customized content. Instead, many financial institutions on Google+ are posting content that mimics (or duplicates) what they’re doing on Facebook.