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CU System
Web Hunt turns CU site into virtual board game
GAITHERSBURG, Md. (12/17/10)--CFE FCU has turned its website into a virtual board game for its members, getting thousands of them to explore deep within the site and its Facebook page. CFE FCU’s “You Deserve the Best” Web Hunt game allows members and prospects to explore its website to search for interactive game pieces strategically placed on different pages. During the eight-week campaign, members/players have a chance to win 10 different prizes totaling $3,000 by finding game pieces that correspond to the prizes. When players collect all 10, they are entered for a chance to win a grand prize of $1,000. The promotion runs through Dec. 31 and prize drawings will take place in early January. “The game has created a lot of excitement--especially on Facebook, where visitors could send a ‘shout-out’ to their best friends and receive a free T-shirt or lunch cooler,” said Suzanne W. Dusch, vice president of marketing for CFE FCU. “In fact, CFE’s Facebook friends more than doubled in just two weeks, exceeding 2,200 friends as of Nov. 30.” The CU Web Hunt System, designed by the marketing technology company Code Green, works by using CFE FCU’s entire website as the “game board” for the interactive treasure hunt. A web hunt campaign provides incentives for members to hunt for interactive game piece icons, while exploring its rates, services and strategic pages. CFE FCU, for example, incorporated the system to broaden its members’ knowledge of the ways the credit union helps them with their financial paths. Visits to CFE FCU’s website have increased and time-on-page has doubled since the game began. The credit union embedded one of the game pieces on Facebook and has gone from 944 friends to over 2,200 in a few weeks. Comments on the credit union’s Facebook page have increased dramatically. One recent posting asked players which prize they hope to win and CFE received nearly 50 comments from friends. “On the subject of Facebook, it’s interesting to note that we’ve had a couple of players who couldn’t find one or more game pieces,” Dusch explains. “They comment on our page that they’re having trouble, so we’re able to respond with hints and helpful guidance and they appreciate it. We’ve even contacted a couple of players one-on-one to help them on the game and ensure they have a positive game experience.” CFC FCU has $1.1 billion in assets. (See related story in News Now’s system section, “To woo members, CUs turn to contests”)

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