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CU System
CU finds BubbaLuv SupaFan a GenY magnet
ERIE, Pa. (12/15/10)--Erie General Electric FCU has partnered with a local celebrity---“supafan” is actually the more accurate term--and created a lot of fun for its entire community in the process. The match was made when Trent Mason, chief marketing officer at the credit union, sat courtside at a National Basketball Development League game next to Donnell Jordan, aka BubbaLuv, the Erie area’s self-described “supafan,” who supports local teams adorned in oversized sunglasses, a sequined cape and a huge afro. Mason was impressed when a mob of teenagers and young adults asked BubbaLuv for high-fives. “He had kids asking if him if he received their text messages, asking him if he would come to their schools,” Mason said. Knowing that BubbaLuv had so much local appeal, Mason recruited him to appear with CEO Gail Cooks in a television commercial. Mason said at first the credit union didn’t intend to recruit BubbaLuv as a long-term spokesperson, but considering his popularity “moving on would have been the foolish thing to do.” So Erie General Electric has an agreement to request BubbaLuv for appearances through 2012. But for all Bubba’s flamboyance, he’s no gimmick. Mason calls Bubba “a blue-collar guy in a blue-collar town,” and a long-time credit union member. “When they find out his background, and they know that he works for us, they really respect that,” Mason says. “Besides, he’s so much more approachable than any of us. Why would they want to talk to a banker when they can talk to him?”
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