CenterStage: Wells Fargo First Consumer-Generated Marketing Program

Today I have received an email from Ed Terpening, VP Social Media at Wells Fargo, to let me know that Wells Fargo are launching "Be Center Stage in the Rose Parade", their first Consumer-Generated marketing campaign.

Wells Fargo innovate again: they are the first large financial institution to join that type of contest. I have already expressed my admiration for Wells Fargo (cf my post Wells Fargo 2.0), but again well done to Ed and his team!

Buzz and WOM
Tim Collins, SVP Experiential Marketing at Wells Fargo, and his teams are not only good at launching innovative services or marketing campaigns, but they also know how to generate buzz online.

Earlier today, Ed contacted the key bloggers in the industry: I invite you to check the posts from William Azaroff, Jim Bruene (I look forward to meeting Jim at Finovate 2007 in NYC next week) and Colin Henderson (just to name a few)

Sample video

Comments

[Rob Findlay]

Hi Christian & Jeremy

Nike football also did this last year, in fact the kick to kick seems similar to the nike idea... so its not new. But I'm sure nab and WF did them at the same time!

Jeremy see you at NAB soon

Rob

[Jeremy Barth]

This may not actually be the first promo of this kind - the National Australia Bank has been running something similar for the last few months of the recently-concluded 2007 Australian Football League season.

Fans submit user-generated video of themselves/ family/ friends playing Australian football to the 'kick to kick' contest website, and other fans voted for the most popular, which were subsequently included in the bank's next round of TV ads.

Check it out here:
http://www.nab.com.au/kicktokick/

[William Azaroff]

Thanks Christophe. Looking forward to meeting you at Finovate.