Credit union checking promo exploits ‘LOLCats’
July 28, 2008
In this promotion from Arizona State Credit Union, college students can get a free cheeseburger with a new checking account.
The concept exploits the wildly popular LOL Cats’ signature punchline, “I CAN HAS CHEEZBURGER.” (sic)
If you haven’t heard of LOL Cats, go check them out. It’s a series of cat cartoons – many of them are terribly funny – from people from around the world. Each cartoon relies on a photo with a caption personifying cats that be not good with duh Ingleesh.
Key Questions:
- Is a cheeseburger an adequate incentive for a checking account?
- If the cheeseburger is merely a creative hook, will it connect with the target audience (starving college students?) the way the credit union intends?
Key Takeaway: It is possible to build promotions – even build an entire brand image – by exploiting topical issues and pop culture. But how can you control the message?
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Previous related stories from The Financial Brand:
- Desert Schools FCU launches segmented checking campaign
- Credit union video contest for $2,000 scholarship
- Update: Wells Fargo + Wachovia transition ads
- Westpac rolls out free checking with “truth pod”
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Filed Under: Advertising, Promotions
Tags: Arizona State Credit Union, checking accounts, Deposits, LOL Cats
July 28th, 2008 at 8:32 am
I would’ve kept “attention college students” off the ad. Otherwise, rock on.
Looks like the incentive is a $10 gift card (if I’m reading the ad right) through which cheezburger getz buyed.
July 28th, 2008 at 8:36 am
LOVE the idea! I think this was very creative. I do doubt, however, that a cheeseburger is enough incentive to get someone to make a checking account switch/opening decision. I think the campaign will help the CU position itself as a little more in-tune with their target, but I seriously doubt they’ll see much growth out of this.
I’ll be interested in seeing them keep these sorts of marketing campaigns going….maybe next time with a better estimate of what types incentives actually work in today’s ultra-competitive financial services market.
August 6th, 2008 at 12:33 pm
I would agree with Trey; take out the “attention college students” call (if for no other reason, the font stinks!). But otherwise I like it.
One question, though: When I was in college a lot of us were starving. But with 18-24s sporting iPhones and driving BMWs, does the term “starving college student” apply to that demographic anymore?
August 6th, 2008 at 12:43 pm
Someone inside the credit union told me that the “Attention College Students” sticker was an “unauthorized addition” made at the branch. It may be gone now.
And yes Nathan, I do believe that’s Zapf Chancery, a font better suited to Kinko’s wedding invitations.
August 7th, 2008 at 8:33 am
The idea was great. The execution, not so much. I wonder if it would have turned out differently had they reached out to a few students at the college familiar with LOLcats and asked them to help build the campaign.
I’ve got to LOL at the “Attention College Students!” addition. If you’re a college student, you know what LOLcats are. You don’t need a scotch-taped header.
Also, as Matt said up above, it’ll be interesting to see what Arizona State does next to keep in front of their college-aged audience. If this is a one time stunt, it’s impact will be even less effective.
August 29th, 2008 at 5:09 pm
Wow, this is incredibly lame. I went to ASU. I don’t know anybody then or now who uses the Arizona State credit union. The major banks here are BofA, Wells Fargo, Chase, and maybe Desert Schools FCU. The convenience factor is nil, and I sure as hell wouldn’t switch banks for only 10 dollars. Maybe 1000. The ASU credit union has *one branch*, in the basement of the student union.
August 29th, 2008 at 10:16 pm
It’s lolcats… not LOL cats…
And why did they mess with the cats eyes/use a different cat ect.
I mean, it’s a great idea… but can’t they use humor with it? They treat it like you’re supposed to take it seriously.
August 29th, 2008 at 10:23 pm
This is a direct violation of copyright law. LOLcats are the sole property of an imageboard website, invented and produced there. LOLcats, Caturday, cat macros and related are not public domain and cannot be used in this manner. Icanhazcheezburger.com is also a copyright violator and is not the original creator, producer or source of LOLcats.
September 6th, 2008 at 8:14 am
Here is another, larger photo of the poster.
December 31st, 2008 at 5:39 pm
[...] Credit union checking promo exploits ‘LOLCats’ [...]
July 30th, 2009 at 3:13 pm
[...] State Credit Union. (If you missed The Financial Brand’s previous coverage, check out their LOL Cats poster [...]