GCU’STREASURE HUNT

TREASURE HUNT SUMMARY BY GUARDIAN CREDIT UNION

GCU recently launched the GCU Discover® debit

cards, as such, one of the hunt’s purposes was to

promote the new relationship between Discover

and GCU. Here are samples of the traditional

campaign materials used during the launch.

THE REASON FOR THE HUNT

However, after the implementation of Discover debit cards, we wanted

to create more of a stir to make community members aware of the

new GCU Discover® debit card and to create interest in a unique way.

Thus, the GCU Treasure Hunt was created.

The Treasure Hunt was a social media driven campaign to encourage

followers to come out on a Friday afternoon in November for a chance

to find some money. Fifty (50) Discover® gift card vouchers, disguised

as enlarged GCU debit cards, were hidden around the city for people

to find and redeem. Amounts varied from $5 to $50.

THE REASON FOR THE HUNT

GOALS OFTREASURE HUNT CAMPAIGN

INCREASE AWARENESS OF GCU

INCREASE SOCIAL MEDIA

FOLLOWING

PROMOTE RELATIONSHIP

BETWEEN GCU AND DISCOVER ®

CARD

During this one-week campaign, GCU

posted riddles to Facebook and Twitter

leading followers to a treasure hunt in

downtown Milwaukee.

o Press Release

o Facebook Riddles

o Custom Graphics

o Blog Post

o Gift Cards

MATERIALS USEDHere are the materials used to drum up the engagement from our members as well as local community members:

 Day 1

“ A treasure trove of gold is what you will find,

If you unlock these riddles with your mind.

By searching the city and following clues,

GCU has gifts that are just for you!”

 

Day 2

“ On Friday the Seventh from 11-1,

Come one, come all, let’s have some fun.

Bring a friend, or two, or three,

To join the hunt for treasure that is free! ”

 

Day 3

“ Gift cards in numbers from $5-$50,

The treasure you gain could be quite nifty.

We will post more hints, so check back soon,

For you could win big this Friday, afternoon. “

 

Day 4

“ If you’re searching the city, high and low,

Look no further, we’ll tell you where to go.

Get out a map, and mark X on the spot,

Where historic meets local, this place is highly sought. “

 

CREATIVE COPY& RIDDLES

Day 5“In the ward between the fourth and the second,Is where the treasure, to you, will beckon.Search for cards that range in size,For what you Discover will be a great prize.” Day 6“Holey Moley! Is what you will shout,When you arrive, you won’t have a doubt.There will be treasure and gifts galore,Along with treats!- Who could want more?” Day 7“Tomorrow’s the hunt!So we’ll keep this blunt,From 11-1, come to the place that’s still concealed,But check back tomorrow, for it will be revealed.” Day 8 “In just a few hours, the treasure will be yours,So come on down, dressed for outdoors.Look here, look there, look everywhere,There will be treasures hidden in Catalano Square!”

CREATIVE COPY& RIDDLES

PRESSRELEASE

PROMOTIONAL LOGO

GIFT CARDS FOR THE HUNT

If free money wasn’t enough,

what about free doughnuts.

To also promote the new business,

GCU offered free Holey Moley Cake

Doughnuts & Coffee to all participants

and spectators.

FEATURE HOLEY MOLEY DOUGHNUTS

GCU’s Treasure Hunt got a great response

from social media followers including ‘likes’,

shares and comments.

“This is an awesome and fun idea! I

can’t wait to try it!” –Monnie McMahon

 “Thanks for the gift cards! My family

had a blast!” –James Brammer

 “Thanks, my boys had fun on the

treasure hunt!! Great idea!”–Candace Andrzejewski

SOCIAL MEDIARESPONSE

SOCIAL MEDIARESPONSE

THE DAY OF THE TREASURE HUNT

THE DAY OF THE TREASURE HUNT

THE DAY OF THE TREASURE HUNT

RESULTS OF TREASUREHUNT CAMPAIGN

GCU’s new Facebook ‘Likes’ were boosted 231% in one week

RESULTS OF TREASUREHUNT CAMPAIGN

Engagement on posts went up from an average of 44 to an average of 136.

Measured inclicks, likes, comments, and shares on posts.

RESULTS OF THE TREASURE HUNT CAMPAIGN

The GCU Treasure Hunt was successful and

each of our goals were reached!

Social Media

Increased social media following in both

quantity and quality

Membership

A spike in new memberships grew 2% above

average immediately following the Treasure

Hunt Promotion

Discover

The treasure found were all Discover ® gift cards,

promoting the relationship between Discover

and GCU

SUMMARY OF RESULTS