The Bankwatch

Tracking the consumer evolution of financial services

“Be Center Stage in the Rose Parade” | Wells Fargo

I think I have entered a Bank web 2.0 netherworld today.  After the RBC press release post this morning, now here is Wells with a consumer generated media marketing programme.  Ed, their VP of social Media, just let me know that they are announcing this programme tomorrow, Sept 28th.

Memelabs | Contests | Wells Fargo – Be Center Stage in the Rose Parade

If you like to sing and dance, or if you’re an aspiring director, this is your chance to show us – and the country – what you’ve got! How, you ask? By producing your own music video!

….. tomorrow (Friday) we’re launching our first Consumer-Generated Marketing program, giving the general public the opportunity to produce a 30-second nationally televised ad spot to be shown during the Tournament of Roses parade (to an estimated 37 million viewers). See

As you read this, and check out the site, recall Wells is a Bank. The winner will be featured in the Wells ad during the Rose Bowl parade in January. 

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Written by Colin Henderson

September 27, 2007 at 19:50

Posted in Marketing, Social Media

4 Responses

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  1. The netherworld…hope you find your way out soon, sounds scary to me 🙂

    Seriously, we’re really excited about this one, and can’t wait to see the videos roll in. if we get a fraction of the thousands Heinz got, we’ll be very happy.

    Thanks for reminding your readers we’re a bank! I guess we’re having too much fun.

    Ed Terpening

    September 27, 2007 at 20:48

  2. At the risk of coming off as a Gloomy Gus, looking to rain on your parade, Ed, I would remind you of the NY Times article about Heinz’ effort. According to the article they rejected somewhere in the neighborhood of 370 submissions due to improper use of copyrighted material, excessive length, or unsuitability for a “family” audience.

    I think you WILL get 1000 submissions — from people who want their ads on TV. I have to admit that I just don’t see how that builds your brand, drives business, or engages existing customers to lead to deeper relationships.


    September 28, 2007 at 16:36

  3. ok Gus, of course that might be true. However its not a good enough reason to not try it.


    October 1, 2007 at 00:15

  4. Sorry guys…been on vacation, so just catching up.

    Yes, we expect to get videos that have copyright problems, and we’ll have to reject those. Our hope is that providing the music arrangements will be a big help.

    You’re right to question the outcome. This is a test, so we’re not certain either how it will turn out, but we feel it’s worth a try. My hope is that the creativity of the public at large creating video entries will be exceptional, and connect with those in the “YouTube Generation” that appreciate media of this kind. We’ll see!

    Ed Terpening, Wells Fargo

    October 9, 2007 at 13:34

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