BECU Mixing Social Media in Traditional Media

by The Financial Brand

With a slight twist of marketing irony, BECU is using traditional media to broadcast comments about the credit union that members have left on social networks.

To produce what BECU dubs the “Share” campaign, the credit union tapped their agency partner, Seattle-based DNA, who spent hours going over Twitter, Facebook, Yelp and Pinterest to find out what people were saying about BECU. The agency then tracked the commenters down and asked if they would be willing to be a part of the campaign. About 30 agreed, and their comments and images are being used in the campaign.

“We listened to what members are already saying, then putting it verbatim into the advertising,” said said Alan Brown, principal and managing director of DNA. “There isn’t any spin here — it’s just a reflection of the reality that is happening.”

continue reading »