While the SmartMoney example below is simple and inexpensive, it won’t win any marketing awards or new customers. Virgin Money USA, on the other hand, could do both with its clever Thanksgiving email (sent the Friday before) to registered users (see below).
The message from Virgin has a dual purpose:
- Holiday well wishes if you simply read the header or glance at the message
- Viral fundraiser and user-generated content device if you follow the link labeled, click the sauce to pass the thanks
Sauce clickers are sent to a landing page (see second screenshot below) that encourages them to send their own Thanksgiving greeting to friends. The greeting includes a short message superimposed on an uploaded picture. The company donates $1 to Give a Drop for every message sent and posted 200 of the well wishes on a Picasa Web-album page (here) which are streamed back to the original microsite (second screenshot).
And of course, it wouldn’t be a Virgin production without an irreverent component. Users can choose whether their cranberry sauce is canned (pictured) or homemade.
The Pass the Thanks campaign was also featured on the company’s homepage during the Thanksgiving time period (see third screenshot below).
Grade: A+ for simultaneously engaging customers, doing good, and creating a viral marketing message
Virgin Money USA Thanksgiving email message (21 Nov 2008)
Virgin Money USA Thanksgiving landing page (link, 2 Dec 2008)
Virgin Money USA homepage (2 Dec 2008)
Note:
1. For more on Virgin Money and peer-to-peer lending, see our Online Banking Report on P2P Lending