This past June, U.S. Bank concluded a massive campaign to celebrate LGBT Pride in 33 cities across the country. In the digital space, the firm launched a Pride microsite of Stories and Insights with tips for customers and prospects on everything from same-sex wedding planning to auto loans, with occasional tie-ins to visit the bank’s site to learn about deposit and lending products. The site features personal stories and highlights the firm’s commitment to the LGBT community, including a corporate partnership with the Human Rights Campaign. For its efforts, the firm earned a designation as one of the World’s Most Ethical Companies by the Ethisphere Institute and one of the best places to work for LGBT Equality by the Human Rights Campaign Foundation.
Alongside the promotional site and in-person events, U.S. Bank launched a Facebook-based campaign for users to design and vote on a graphic for a LGBT Pride-affinity debit card. In January, entrants submitted ideas, after which the public voted on designs that would eventually net $7,500 for the winning artist.
The conclusion of U.S. Bank’s promotion marks the first we’ve seen in recent years, if ever, for a customized debit card not affiliated with a specific organization, and a forward-looking approach to engage customers. The campaign leverages social media and crowdsourcing for idea generation and new product creation. Campaigns like this capitalize on key components for user engagement: creativity, a cause, and cash. Facebook feedback ranges, but the overall campaign had people actively engaging with the firm to voice their approval and interest in the new card. The large cash prize is a great draw, of course. Interested customers can display their pride in their wallets by ordering the card, featured on the public site Design a Debit Card page.