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Wells Fargo
Legends of the Airwaves

Details

  • Wells Fargo wanted to create buzz around Black History Month with an offer to customers during that time period and upsell them additional bank products and services
  • DMI created a music download program, featuring a playlist of popular Black Music Artists throughout history
  • Customers were encouraged to engage in conversations with financial advisors at the bank branches
  • After learning about the services, customers were given a download card with 10 free songs
  • Customers were directed to a custom branded website where the could download the songs and see additional information about various financial services

Results

  • The program gained a lot of attention from the various regions, with seven of their nine regions signing up for the program
  • Over 40,000 download cards were awarded to customers
  • The program was such a success, Wells Fargo implemented a similar program for the Latino market that launched in September 2013