Viral marketing at Center of New Umpqua bank promotion.

PositionMarketing News - Creature

A viral marketing campaign was introduced this summer to promote the small-business services of Umpqua Bank (assets: $7.3 billion), Portland, Ore.

The bank, which has a reputation for innovative marketing, partnered with Creature, a full-service advertising agency, to develop the campaign entitled, "The Lemonaire." The campaign's print, direct mail, point-of-sale and radio components encouraged viewers and listeners to go to a Web site, where they could view a video The video--which was the viral component--was a lighthearted look at the troubles any small business goes through via the eyes of a 7-year-old who sets out to start a lemonade stand.

Web-site viewers can simply click on a button to create a pre-formatted e-mail message. The video is automatically attached to the e-mail. Viewers are encouraged to send the video to their friends. Viral marketing is the technique of using existing "social networks" in order to bolster brand awareness.

The campaign was designed to help elementary school-aged children start and run summer lemonade stands. "The Lemonaire" was part of the bank's MainStreet program that supports local businesses in Oregon, Washington and California.

"Partnering with Creature to build an innovative campaign that gives children the start-up capital and supplies needed to start their own lemonade business is a unique and unexpected way to show our support of small business," says Ray Davis, president and CEO of...

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