How to Organically Hack Into a Story

How to OrganicallyHow to Organically Hack Into A StoryHack Into A Story

ContextContextThis is a long play. We’re not competing for new accounts from this content, but This is a long play. We’re not competing for new accounts from this content, but

rather...rather...

AttentionAttention

Your CompetitorsYour CompetitorsYou’re not just competing against other companies, but also:You’re not just competing against other companies, but also:

All of the internetAll of the internet

Daily RoutineDaily Routine

22ndnd Screen: Screen: TVs with DVRsTVs with DVRs

11stst Screen: Screen:MobileMobile

33rdrd Screens: Screens:Laptop/TabletLaptop/Tablet

Traditional AdsTraditional Ads FamiliesFamiliesWhatever peopleWhatever people

actually think aboutactually think about

You know what that’s You know what that’s called?called?

NOISE.NOISE.

Viral MomentsViral MomentsSo how do you win? You take advantage ofSo how do you win? You take advantage of

First Example:First Example: Llama Chase in ArizonaLlama Chase in Arizona

BackgroundBackground

• Happened on afternoon of February 26, Happened on afternoon of February 26, 20152015

• Most people at work, found out via TwitterMost people at work, found out via Twitter• Llamas & #LlamaWatch started trendingLlamas & #LlamaWatch started trending• Within minutes, everyone was awareWithin minutes, everyone was aware

How does PyraMax BankHow does PyraMax BankGet Involved?Get Involved?Headquarters: Greenfield, WisconsinHeadquarters: Greenfield, Wisconsin

8 Southeastern Wisconsin Locations8 Southeastern Wisconsin Locations

Absolutely Zero locations in Arizona.Absolutely Zero locations in Arizona.

Many locations in ArizonaMany locations in Arizona

Not direct competitionNot direct competition

So we tweeted to them:So we tweeted to them:

Even better, they responded!Even better, they responded!

Here’s why it works:Here’s why it works:

• Not just two banks trying to sell you their productsNot just two banks trying to sell you their products

• Entertainment factor of banks communicating with Entertainment factor of banks communicating with one another.one another.

• Our banks are taking part in the same conversationsOur banks are taking part in the same conversations that that you are having elsewhereyou are having elsewhere..

Second Case: Milwaukee Second Case: Milwaukee LionLion

Milwaukee LionMilwaukee Lion

• Started as a Twitter Rumor that there was a Started as a Twitter Rumor that there was a lion on the north side of Milwaukeelion on the north side of Milwaukee

• Escalated once blurry footage came out via the newsEscalated once blurry footage came out via the news

• Initial buzz started on Tuesday, exploded by WednesdayInitial buzz started on Tuesday, exploded by Wednesday

• Wednesdays in summer = Wednesdays in summer = PyraMax Bank’s existing Hidden Piggy Bank promotionPyraMax Bank’s existing Hidden Piggy Bank promotion

So we changed the So we changed the promotion.promotion.

Instead of hiding piggy banks where we had planned, Instead of hiding piggy banks where we had planned, we found every location with a “Lion” that we could.we found every location with a “Lion” that we could.

Back To The Future DayBack To The Future DayRemember this date? Everyone was talking about it.Remember this date? Everyone was talking about it.

So I hopped on a skateboardSo I hopped on a skateboardand with a little Photoshop...and with a little Photoshop...

We had a one-day Facebook ad.We had a one-day Facebook ad.And it didn’t cost us anything to produce.And it didn’t cost us anything to produce.

Aaron Rodgers/Dude PerfectAaron Rodgers/Dude PerfectAnything with the Packers does well in Wisconsin. Anything with the Packers does well in Wisconsin. So when Aaron Rodgers made a trick shot video So when Aaron Rodgers made a trick shot video

with YouTubers Dude Perfectwith YouTubers Dude Perfect(Google it. I’ll wait.)(Google it. I’ll wait.)

We made our own versionWe made our own versionFeaturing our mascot, Moola Moose. Featuring our mascot, Moola Moose.

Look up “PyraMax Bank Bank Shots” and you can watch it!Look up “PyraMax Bank Bank Shots” and you can watch it!

Timing Is EverythingTiming Is Everything• Be ready to drop Be ready to drop everythingeverything

• Don’t try for perfectionDon’t try for perfection (It looks more authentic if it isn’t perfect, actually.)(It looks more authentic if it isn’t perfect, actually.)

• Avoid Automated ContentAvoid Automated Content (Nobody cares about your product posts when there’s(Nobody cares about your product posts when there’s

llamas on the loose.)llamas on the loose.)

• Collaborate with Compliance/LegalCollaborate with Compliance/Legal (Let them see everything beforehand)(Let them see everything beforehand)

However,However,

Now It’s Your Turn!Now It’s Your Turn!Go make something awesome.Go make something awesome.

But first, connect with us!But first, connect with us!PyraMaxBank.comPyraMaxBank.com

Facebook.com/PyraMaxBankFacebook.com/PyraMaxBank

Twitter: @PyraMaxBankTwitter: @PyraMaxBank

Instagram: PyraMaxBankInstagram: PyraMaxBank

LinkedIn: PyraMax BankLinkedIn: PyraMax Bank

Twitter, Instagram: @AllenHalasTwitter, Instagram: @AllenHalas

Snapchat: Allen_HalasSnapchat: Allen_Halas