Social media users don't tend to be kind to banks. Or large corporations. Or large corporations that happen to be banks. So how does Bank of America go about establishing a positive connection with people and getting them to share some of their most meaningful life experiences on Facebook, Instagram and Twitter? We did what any socially-challenged person might do at a party. We turned the conversation to baseball.
Baseball fans are passionate not only about their teams and the sport, but also about the connections and memories they have created around the game.
We built #MLBmemorybank, a platform for fans to tell their stories and share their passion for the game through baseball memories. And to lead the conversation, we not only helped fans celebrate their baseball memories¾we also helped them create some amazing new ones.
Through social posts, on-the-ground activations, and original video content, we managed to drive more than 56 million social impressions, 13 million video views, and reach social engagement and social sentiment metrics typically unheard of for giant corporations (that happen to be banks).
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