Paradigm Uses Baseball Star to Draw Clicks to Crestar

Share this content:
Crestar Bank's first Internet marketing campaign includes banners featuring Baltimore Orioles third baseman Cal Ripken Jr. and contests offering a chance to win a day with baseball's most-consecutive-games-played titleholder.


The campaign, developed and implemented by Paradigm Interactive Inc., Atlanta, in conjunction with the marketing services group at Crestar, Richmond, VA, was launched concurrently with a similar campaign at the bank's branches on April 1. It ended April 30.


By clicking on banners of Ripken placed mainly on sports sites, consumers were led to Crestar's Web site, where they could sign up to win a chance to meet Ripken, who has partnered with the bank for several endorsements


"He's very recognizable in that part of the country," said Larry Weissman, president of Paradigm Interactive, referring to the bank's branch territory of Virginia, Maryland and Washington. "It's a great hook for that region to click on such a recognizable figure on the banner and then see what Crestar has to offer."


The contest will award six first-place winners four Orioles tickets each to the June 6 home game against the Atlanta Braves. The winners also will receive free lodging and a chance to meet Ripken.


Thirty second-place winners will win baseballs autographed by Ripken, and 60 third-place winners will win Sony Watchman televisions. Other contest entrants also may win Crestar-branded merchandise.


"It's part of a corporate initiative in which we've been promoting endorsements from Cal in our branch ads," said Hillary Blackburn, Crestar's electronic commerce sales manager of the campaign.


The bank's only previous Internet advertising had been on the Washington page of sidewalk.com, she said.


Paradigm is developing other banners to promote Crestar's products and services. One banner leverages the bank's tagline "Bank when, where and how you want at Crestar," and another promotes a satisfaction guarantee -- customers who meet established conditions are paid $50 dollars if they are not satisfied with certain accounts they opened at the bank. Those ads have not yet been placed but will be tested on a variety of sites, particularly those in regions which have bank branches.

Sign up to our newsletters

Company of the Week

Brightcove is the world's leading video platform. The most innovative and respected brands confidently rely on Brightcove to solve their most demanding communication challenges because of the unmatched performance and flexibility of our platform, our global scale and reliability, and our award-winning service. With thousands of customers and an industry-leading suite of cloud video products, Brightcove enables customers to drive compelling business results.

Find out more here »

Career Center

Check out hundreds of exciting professional opportunities available on DMN's Career Center.  
Explore careers in digital marketing, sales, eCommerce, marketing communications, IT, data strategies, and much more. And don't forget to update your resume so employers can contact you privately about job opportunities.

>>Click Here

Relive the 2017 Marketing Hall of Femme

Click the image above