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GCU recently launched the GCU Discover® debit
cards, as such, one of the hunt’s purposes was to
promote the new relationship between Discover
and GCU. Here are samples of the traditional
campaign materials used during the launch.
THE REASON FOR THE HUNT
However, after the implementation of Discover debit cards, we wanted
to create more of a stir to make community members aware of the
new GCU Discover® debit card and to create interest in a unique way.
Thus, the GCU Treasure Hunt was created.
The Treasure Hunt was a social media driven campaign to encourage
followers to come out on a Friday afternoon in November for a chance
to find some money. Fifty (50) Discover® gift card vouchers, disguised
as enlarged GCU debit cards, were hidden around the city for people
to find and redeem. Amounts varied from $5 to $50.
THE REASON FOR THE HUNT
GOALS OFTREASURE HUNT CAMPAIGN
INCREASE AWARENESS OF GCU
INCREASE SOCIAL MEDIA
FOLLOWING
PROMOTE RELATIONSHIP
BETWEEN GCU AND DISCOVER ®
CARD
During this one-week campaign, GCU
posted riddles to Facebook and Twitter
leading followers to a treasure hunt in
downtown Milwaukee.
o Press Release
o Facebook Riddles
o Custom Graphics
o Blog Post
o Gift Cards
MATERIALS USEDHere are the materials used to drum up the engagement from our members as well as local community members:
Day 1
“ A treasure trove of gold is what you will find,
If you unlock these riddles with your mind.
By searching the city and following clues,
GCU has gifts that are just for you!”
Day 2
“ On Friday the Seventh from 11-1,
Come one, come all, let’s have some fun.
Bring a friend, or two, or three,
To join the hunt for treasure that is free! ”
Day 3
“ Gift cards in numbers from $5-$50,
The treasure you gain could be quite nifty.
We will post more hints, so check back soon,
For you could win big this Friday, afternoon. “
Day 4
“ If you’re searching the city, high and low,
Look no further, we’ll tell you where to go.
Get out a map, and mark X on the spot,
Where historic meets local, this place is highly sought. “
CREATIVE COPY& RIDDLES
Day 5“In the ward between the fourth and the second,Is where the treasure, to you, will beckon.Search for cards that range in size,For what you Discover will be a great prize.” Day 6“Holey Moley! Is what you will shout,When you arrive, you won’t have a doubt.There will be treasure and gifts galore,Along with treats!- Who could want more?” Day 7“Tomorrow’s the hunt!So we’ll keep this blunt,From 11-1, come to the place that’s still concealed,But check back tomorrow, for it will be revealed.” Day 8 “In just a few hours, the treasure will be yours,So come on down, dressed for outdoors.Look here, look there, look everywhere,There will be treasures hidden in Catalano Square!”
CREATIVE COPY& RIDDLES
If free money wasn’t enough,
what about free doughnuts.
To also promote the new business,
GCU offered free Holey Moley Cake
Doughnuts & Coffee to all participants
and spectators.
FEATURE HOLEY MOLEY DOUGHNUTS
GCU’s Treasure Hunt got a great response
from social media followers including ‘likes’,
shares and comments.
“This is an awesome and fun idea! I
can’t wait to try it!” –Monnie McMahon
“Thanks for the gift cards! My family
had a blast!” –James Brammer
“Thanks, my boys had fun on the
treasure hunt!! Great idea!”–Candace Andrzejewski
SOCIAL MEDIARESPONSE
RESULTS OF TREASUREHUNT CAMPAIGN
Engagement on posts went up from an average of 44 to an average of 136.
Measured inclicks, likes, comments, and shares on posts.
The GCU Treasure Hunt was successful and
each of our goals were reached!
Social Media
Increased social media following in both
quantity and quality
Membership
A spike in new memberships grew 2% above
average immediately following the Treasure
Hunt Promotion
Discover
The treasure found were all Discover ® gift cards,
promoting the relationship between Discover
and GCU
SUMMARY OF RESULTS
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