To inspire college-bound students to start planning TODAY, and position Wells Fargo as a source for tips, tools and help.
The months leading up to freshmen year are a busy time loaded with deadlines and big decisions but it's also big fun. College students and parents are proud to be making these decisions and excited for the next phase of their lives. To support students and parents during this phase, we designed a social experience to show how, when and where Wells Fargo can help along the "Road to College." In May of 2016, Wells Fargo hosted a single-day, live video event to visually depict milestones on the journey to college while also giving fans a way to interact and win prizes. Driven to the website via targeted social advertising on Twitter and Facebook, viewers tweeted with #GetCollegeReady to move the car down our Twitter-powered road. Throughout the day, users whose Tweet pushed the car past designated prize thresholds won prizes like smart watches, tablets and even $500 worth of quarters for laundry. Unique camera angles, prize reveals and the aspect of friendly social competition kept viewers engaged throughout the day.
Ultimately, the single-day event drove over 35,000 organic uses of the campaign hashtag (more than a tweet per second during the 8 hour live event), generating a wave of positive brand awareness for Wells Fargo during a peak season for college financial planning.
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