Discover launches Facebook campaigns to drive engagement, retention

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Discover Financial Services is rolling out a series of Facebook contests to drive consumer engagement and give fans of the brand and cardholders the opportunity to win prizes.

The company will launch the “Feel the Earn” contest on April 1, encouraging cardmembers to share how they have maximized their Cashback Bonus rewards. The company will choose four cardmembers at random to receive a $25 Discover gift card. Weekly winners will be judged by a panel to find one grand prize winner, who will receive $5,000 in Cashback Bonus points. The effort targets only cardmembers, said Mike Boush, VP of Discover's e-business.

The company launched the Discover School Giveaway, which is an extension of its year-long Everyday Giveaway sweepstakes program, on March 29. The initiative, which will run through April 30, gives Discover Facebook fans the opportunity to nominate and vote for their favorite public school. The school that earns the most votes will receive $25,000 to use on books, supplies, technology and items.

Discover designed the contests internally, but worked with digital AOR Magnani Caruso Dutton to execute the contests' promotions. The two companies have worked together for more than five years, said Boush.

“The common goal for these campaigns is to engage our customers by providing an interesting way to interact with Discover as more than a payment vehicle,” he said. “We want to reinvest in communities and allow our customers to have a voice in it.”  

The “Win a Day with the Stanley Cup” contest, which launched March 24, will give one youth hockey player the opportunity to spend a day with the NHL's championship trophy. Parents of players ages 13 and younger are encouraged to submit videos of their child's most memorable moment on the ice. From April 15 to 21, Facebook fans will vote for their favorite video.

The company will announce a winner in May after the top three videos earning the most votes are judged by a panel.

“We also hope to open it up to people beyond the core cardmember base,” said Boush. “Anybody can nominate a school. Anybody can nominate a hockey player.”  

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