CHASE +1 - Case Study

Markets:

New York, Boston, Washington, DC, Philadelphia, Chicago, Ann Arbor, MI, State College, PA, Columbus, OH

Timing:

4-Week Campaign

Goal:

Invite students to sign up for Chase’s +1 Group on Facebook.com. +1 is a credit card/loyalty program with several advantages for college students that reward them for doing good deeds. Points can be earned individually and shared with friends and grouped together to buy items.

Program Elements:

Offer free rides for college students on various college campuses (17) to raise awareness and promote the +1 Group on Facebook.com and encourage enrollment. Bicytaxis were shipped from New York City to various markets and drivers are offering dedicated exposure and free rides Monday through Thursday from 9am – 3pm daily taking students to and from campus and the various dorms and fraternity/sorority houses. Drivers are outfitted in branded apparel and are distributing postcards with additional information on the +1 Group and a sweepstakes component.

Results:

Midway through the program over 29,000 students have already enrolled in the program. We have also received very positive feedback from the students and the universities, and the program has been written up in nearly all college newspapers.