For CEFCU, one of the nation’s largest credit unions, Gen Z is a central part their growth strategy. And one key to reaching this elusive audience is embracing new media. They’re an entertainment-driven generation, and social media is their top source for discovery. They’re far more likely to learn of a brand or product there than through search.
Snapchat is the most used social media platform for Gen Z Americans, with over 42 million users. So this fall, we helped our client make their first foray into the augmented reality world of Snapchat Lenses.
CEFCU has a growing presence in the San Jose, California, market. San Jose State University’s athletic stadium is named CEFCU Stadium, in fact. So reaching out to students during this season’s football home games seemed like the perfect opportunity.
Snapchat Lenses are augmented reality experiences that users can apply to the photos or videos while they’re taking them, creating an interactive experience they can share with their friends. 88 created two lenses for game days. The first lets fans wear moving digital face paint in the SJSU school colors; confetti blasts add to the celebration. We followed that up with a 3D rendering of San Jose State’s mascot, Sammy the Spartan. Fans could take video selfies with Sammy.
Geo-targeted to a 1-mile radius around the football stadium on game day, these CEFCU-sponsored AR lenses are seeing good usage this football season, bringing fans together and—more important—building affinity among students for CEFCU.
If you’re looking for ways to make your brand relevant to younger audiences, you can see other tactics and media we’re using to to help CEFCU achieve that in this two-minute read.