The bank’s homepage is given over entirely to a flash animation that starts with its trademark orange ball rising over a cityscape. Then a decked-out turkey joins the scene and its revealed that its a play on tomorrow’s NYC Thanksgiving Day parade balloons.
But the more interesting development is the small orange “Black Friday” sale tag in the upper right corner (see inset). ING Direct has four Black Friday specials that will be revealed at one past midnight this Friday at <ingdirect.com/blackfriday>.
We are sworn to secrecy on two of the deals, but we can tell you that there will be a $683 discount (the average amount American’s spend on holiday gifts) on ING mortgage products (currently 3.75%) and a 20% off ShareBuilder deal.
The Black Friday tease was also emailed to ING Direct customers this morning (see inset).
My take: The Black Friday promotion, which is being pushed out to media outlets in advance of Friday, is brilliant. It plays perfectly into the more-conservative budget mindsight in the country and gives the press something else to write about beside the long lines at Best Buy at 4 AM Friday.
Grade: An A+ and an extra helping of sweet potatoes to ING Direct for both timing and creativity.
In a quick survey today of the 25 largest retail banks, three others had holiday promotions or themes:
- Zions Bank had a traditional Thanksgiving message on its homepage (see below)
- Wells Fargo has a low-key bill pay message in a holiday theme (see below)
- Comerica and Fifth Third Bank had holiday-shopping messages
ING Direct (USA) homepage (23 Nov 6 PM Pacific)
ING Direct black friday landing page (25 Nov 2009)
Zions Bank homepage (23 Nov 7 PM Pacific)
Note: Trusteer promotion on homepage
Wells Fargo homepage (25 Nov 2009, 1 PM Pacific)
Note: For future reference, this post was made on the day before Thanksgiving.