Fifth Third Bank taps Cincinnati Bengals to reach hometown audience
Published September 24, 2010
National financial institution Fifth Third Bank has teamed up with the professional football team the Cincinatti Bengals to launch a new multichannel marketing campaign, reports MediaPost.
The initiative, which leverages television, print, online, out-of-home, and in-stadium advertisements, is designed to local Cincinnati locals and has already produced an increase in account openings.
"The early results have exceeded expectations and we are encouraged by the buzz and online interest in the two TV spots in particular," Joe Chapline, vice president and retail marketing manager of the Cincinnati-based bank, told MediaPost.
For example, one of the YouTube clips, entitled "Grandma," has acquired nearly 10,000 hits on the video site since the campaign launched. Additionally, Chapline said the spot acquired more views from other sites, such as the brand's homepage.
With the recent commencement of the 2010 football season, many marketers are planning initiatives around the popular sport. For example, AdAge recently reported Pepsi would be utilizing user-generated commercials during the Super Bowl.