You don’t have to spend lots of money, sell your first born or mortgage your house to have an integrated campaign.
ING DIRECT Canada’s latest initiative, #ChequeIn, is a testament to that.
Their mobile app allows you to deposit your cheque by taking a picture of it. (The process is secure.) To support this announcement, ING has (among other things) undertaken an integrated social media and experiential campaign.
Street teams are going across major centres in Canada with a massive vanity cheque to promote the new digital product. As they’re explaining to people the new program they are also letting people know about the $20,000 worth of cash rewards the company id offering to support the campaign.
All someone has to do is take a picture of the cheque and upload it to Instagram and/or Twitter including the #hashtag: #ChequeIn. (Note: Imagine what the recent Lexus/Instagram campaign could have looked like? OK. Off that soapbox.)
This is how a simple, cost-effective and interesting integrated social media campaign should look like: The street team is out promoting the program; those who want to participate further can snap a shot with a chance at winning some of that $20,000; and ING get a HUGE spike in both mentions and exposure.
Bravo Team Orange!