How does a bank build affinity with digital savvy millennials? Start with hip music, add some share-worthy social video content, and align with a youthful brand like Life is Good and you’re bound to grab the attention of a younger audience.
That was the strategy behind a unique engagement program that Stackpole created for First Trade Union Bank (FTUB), a rising star on the banking scene that is trying to differentiate itself via a strategy keyed to innovation and a focus on the virtual channel.
The Life is good Tavern Series, presented by FTUB in partnership with streaming radio station RadioBDC, was a series of three after-work concerts hosted in the new Life is good Tavern in Boston’s Seaport District, which happens to be home to FTUB headquarters. The lineup included Fever Charm, The Atomic Raygun, and The Aldous Collins Band, and attendees were treated to complimentary beverages and food from Blue Dragon, the latest venue started by celebrity chef Ming Tsai.
Stackpole brought the three partners together and created the affinity program, which included digital assets to promote FTUB and the concert series running on RadioBDC’s digital tuner. Videos of the concerts were shared on Youtube and other social channels as part of an on-going campaign to create non-banking social content that can be shared and used to help FTUB engage with the targeted audience of digital natives.