Experiential usually implies an event experienced by many.
Wells Fargo’s horse-led coaches in the annual Tournament of Roses Parade this coming Jan. 1 narrows the concept.
Through a promotion called Centerstage in the Rose Parade, Wells Fargo is offering a video contest and a sweepstakes that offers the chance to ride in the stagecoaches.
Sweeps contestants can enter online or at Wells Fargo locations around the country.
Two grand-prize winners and their guests will ride in Wells Fargo’s stagecoaches in the January Rose Parade in Pasadena, CA. They’ll also receive airplane tickets and hotel accommodations. The winners will be announced in December.
Under the video contest, contestants can submit their entries promoting the bank, of course, through Nov. 26 via the Wells Fargo Web site, which provides a lip-synch-ready theme song, the “Wells Fargo Wagon,” in multiple styles, such as pop, Broadway, country, R&B/soul or Latin. The site also offers a karaoke version for consumers to sing the lead vocals.
A panel of judges from Wells Fargo and the Tournament of Roses Parade will pick the grand-prize winner. The winning consumer-generated video will be shown during the bank’s commercial during the game’s national telecast.
All entries will be posted on the site, and visitors can vote for a Viewer’s Choice award, with the winner getting an 8GB iPhone. Voting will conclude on Dec. 22, with the winner to be revealed at the Rose Bowl game.
The promotion underscores Wells Fargo’s recent initiatives to reach potential account holders while reinforcing the brand by underwriting an event that’s seen by millions. “We have been a long-standing sponsor of the Tournament of Roses and we wanted to expand the activation around it,” said Tim Collins, Wells Fargo senior vice president of experiential marketing.
In addition, the bank runs a Fun o’ Money tour that goes to college campuses and lifestyle events such as concerts. It’s a trailer full of interactive activities, including a picture booth, foosball and money booth with prize awards. This year its main feature will be a karaoke stage with an inventory of money-themed tunes.
Trying to reach a younger demographic, Wells Fargo has become active in the social media space and currently maintains four blogs, Collins notes.
Visitors to the Web site can use a flash-based retirement security index to calculate just how long their money will last in retirement.
For more articles on experiential marketing, go to http://promomagazine.com/eventmarketing/
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