Byline Bank
Extending Live Events with Digital
The Problem:
Byline Bank recently went through a rebranding effort. While many branches had the same friendly employees who had worked there for years, the new brand was unfamiliar. As part of the new brand launch, Byline sponsored the Windy City Smokeout (BBQ and Country Festival in Chicago with over 17,000 attendees) and partnered with Matchnode to extend the reach with digital ads.
Our Campaign Tactics:
1. Target all event attendees using Facebook custom audiences
2. Creating Twitter custom lists to reach people at the concert
3. Created socially branded photos a mobile photo kiosk solution
4. Snapchat sponsored geofilters
5. Unbounce mobile landing pages
6. The Facebook audience overlap tool to measure ROI
The Solution:
Matchnode created multiple digital campaigns before, during, and after the event to extend that reach for the 17,000 attendees to over 111,000 unique people. Before the event we targeted people interested in specific country bands, BBQ restaurants, and anyone who visited the ticketing website. We then narrowed that audience to make sure they were credit card or debit card users. Twitter, Facebook and Instagram ads were delivered to increase awareness.
At the Smokeout we used the email addresses for all attendees to target Twitter and Instagram ads to promote a hashtag and a contest encouraging users to upload their photos with #BylineBank. A Snap Chat Geo-Filter was used to extend the reach to another 11,000 unique people. Finally we used a mobile Photo Kiosk with a Byline Digital Frame to roam the event. We captured 920 photos that were shared to reach over 80,000 people on Facebook and Twitter. Post-event all attendees were retargeted to remind them to open a new banking account at Byline. Using Facebook’s Audience overlap tool we determined what percentage of concert goers ended up opening an account.
The Result
During the event we exceeded the Engagement Goals by 53.28% and the Impression Goal by 21.5%
- Total Unique Reach of 111,000+ on Facebook/Instagram
- Built a Facebook Audience of 32,000 potential Customers
- Followed up with attendees after the event with a promo to bring them into the bank to open an account
