The campaign features a tough but loveable bulldog named Spike, who encourages non-members to join the credit union and enjoy special offers. Spike invites people to "Join today, save big and win cool stuff!"
Spike made live appearances at one-day sales events where as many as 1,000 people flocked for special offers. Radio stations broadcasted directly from USA Federal locations during the one-day events.
Spike's "Scratch-and-Win" tickets were mailed to San Diego area residents with opportunities to instantly win HD TVs, iPods, Nintendo Wiis, cold hard cash, a $2,500 dream vacation and the grand prize, a Harley Davidson.
Fusion Checking is genius
Member acquisition campaign and sales promotion
A bulldog mascot and 'spokesdog'
When USA Federal Credit Union in San Diego, California, launched "Spike's Scratch-and-Win Sweepstakes," the two-month goal of 400 net new members was surpassed in the first two weeks of the campaign. After four weeks, USA Federal had added over 1,200 net new members.
The promotion is a coordinated multimedia effort that includes advertising, direct mail, online marketing and one-day sales events. Weber Marketing created the member acquisition strategy and developed all materials for the campaign.
Rob Folsom, Chief Strategy Officer at USA Federal, said, "There is a buzz surrounding this campaign like nothing else I can remember in my history with the credit union!"
