Wachovia Boosts Awareness with Money Machine Game
To boost product awareness for the new Way2Save savings account product and to drive traffic to Wachovia Way2Save Challenge Tour events, Wachovia sent its Wachovia on Wheels (WOW) vehicle on the road from February to June. The bank hoped to build buzz among current and potential customers while also fostering new connections with African-American and Hispanic community members.
WOW visited sporting events, malls and bank branches with its 24-foot glass box truck that featured three individual money machines that allowed three consumers to participate at once. As a consumer approached the truck, a brand ambassador asked him or her to come over and learn more about the product and the activities. After that, guests could step inside one of the machines for 30 seconds, grabbing all the cash they could. When the money stopped swirling, brand ambassadors counted up the loot. The one who grabbed the most cash won a $50 gift card from Wachovia. The other contestants got t-shirts and key chains.