National TV Commercial – Kevin Durant, BBVA Real Fan

BBVA Compass launched a new bank account product – The NBA Banking Account, built for real fans.

This product was specifically designed for NBA fans and featured rewards that NBA fans would love (mostly rewards points for gear).

Because we were marketing to real fans, we challenged the fan community to prove how much of a real fan they actually were. Basically, they had to upload a picture of their fanhood on Instagram or Twitter using #realfan and they were entered in a drawing to receive tickets to every game of the 2013 NBA Finals – among other weekly prizes.

Our big product launch was during All-Star weekend in Houston where we blanketed the city with #realfan communication and had prizes for fans to win, if they were, in fact, real fans of the NBA.

Case Study