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Chase entices card holders with mobile adsBy
Chase is running time-sensitive mobile advertisements that encourage users to play a game to learn about the rewards they can receive with a Chase account.
The mobile ads promote the Chase Freedom program, which lets users earn cash back from using their credit card. The mobile banner ads are running inside applications including Fandango, Angry Birds and Urbanspoon.
“Mobile advertising represents an avenue to drive awareness of Chase Freedom with both existing and potential cardmembers,” said Rob Tacey, spokesman for Chase, New York.
Tap to reward
The mobile banner ads are being used as part of a bigger Chase promotion that gives Chase Freedom users 5 percent cash back on for using their credit cards before Dec. 31, which is also being promoted with online and broadcast spots.
The Chase mobile banner ads read, “Tap to play. Get your cash back.”
Once users tap on the banner ads they are taken to a landing page that encourages users to tap on falling dollar bills.
In order to unlock the campaign, consumers must tap on three dollars bills. Once a dollar bill is hit, a circle at the bottom of the page reveals an icon that shows users what their Chase rewards points can be used on.
The three icons represent restaurants, tickets and shopping.
Here is a screenshot of the game consumers have to play inside the ads
After the three icons are lit up, consumers can tap to learn more about the Chase Freedom card.
In order to qualify for the rewards, consumers must either activate their account or sign-up for a new account by Dec. 14.
The Chase promotion also gives consumers $100 upfront for signing up.
Chase Freedom card holders can sign up for the offer with a click-to-call feature or having the offer sent to them via email.
By entering their email, Chase is able to build up its database to learn more about its interested consumers.
Bank on ads
Chase is not the only financial institution using mobile advertising to grow brand awareness.
Recently, Citi used in-app advertising to reward consumers who took an online survey (see story).
The gaming element makes the Chase ads unique because it forces users to engage before learning about the promotion.
The ads target both current card holders and potential clients, which is also a smart move for Chase to capture as many users as possible.
“With mobile usage on the rise, this as a logical additional outlet to attract new card members and keep Chase Freedom top of mind with existing card holders who are looking to get the most value from their credit card spend and maximize their cash back rewards,” Mr. Tacey said.
Lauren Johnson is editorial assistant on Mobile Commerce Daily, New York
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