Capital One’s #BucketList Encourages Customers to Dream Up Ways to Use Rewards
As rewards cards have become almost ubiquitous, financial service companies are increasingly focused on showing the value of these products so they can drive deeper loyalty and engagement. To do this, it’s not enough to simply tell cardholders how to earn points or miles, you need to show the end benefit that comes when those points are redeemed for something tangible. A current social promotion from Capital One, for its Venture Card, does just that: “What’s on your #BucketList? If you can dream it, you could make it a reality with miles from the Capital One Venture Card.”
And guess what? The credit card issuer is venturing (sorry, we couldn’t help ourselves) out on a limb and offering no prize with the promotion. No prize? Nope. In this case, earned miles are, um, their own reward… since they can help customers realize their dream vacations.
Primarily, the #BucketList campaign happens via a tumblr (The Venture #BucketList), which Capital One created just for the occasion. The tumblr’s promise is straightforward: “Everyone has a travel dream. One for the #BucketList. Writing it down is the first step. Crossing it off with your Venture Card miles is next. Share your dream, and we’ll build the top travel #BucketList – turning your travel aspirations into inspiration by talented Tumblr artists.”
Very simply, Capital One is having fun as customers share their travel dreams, turning some wishes into beautiful graphics. The graphics are not only shareable, but they’re also branded both in the practical sense (logo and hashtag) and in the grand scheme, highlighting Venture Card rewards.
In addition to the tumblr, Capital One has created a Venture #BucketList board on Pinterest with the lofty goal of encouraging every American to create a travel #BucketList. Capital One posts some of its own artists’ renditions while also repinning from other boards.
And while the brand also promotes the campaign via Facebook and Google+, the third main hub for #BucketList is Twitter. There, Capital One is actively engaged in the promotion via Twitter, as well. It interacts with followers’ use of the hashtag and announces creation of new #BucketList artwork:
To date, Venture #BucketList tumblr artists have created more than 50 images capturing the dream vacations of Capital One fans and followers. Most images have dozens of likes, with a few – such as this animated shot of Paris – getting over 3,100 likes and re-blogs.
