FARMERS BRANCH, Texas (11/15/13)--Easter came early for the members of a credit union in Dallas, Texas, this year.
As part of a promotional effort, the $45 million asset Dallas FCU staged a virtual scavenger hunt on its website, enticing members into searching for 10 hidden puzzle pieces online--or Easter Eggs, in programming parlance.
The credit union hid the pieces--pictures of automobile parts--on a variety of pages on its website, and promised that members who found all 10 would be entered into drawings for a $1,000 cash grand prize, and 10 $100 gift card prizes (Leaguer
Dallas FCU representatives told the Cornerstone Credit Union League that the promotion drew in 330 players, 5% of the credit union's membership, and led to a spike in website traffic--a 19% increase in unique visitors and a 41% increase in page views.
Other parts of the website saw different increases during the promotion. Pages that spiked in traffic included:
- The membership and member testimonials, by 1,217%;
- "About" page, by 321%;
- Loan rates, by 144%;
- Loans and credit cards, by 130%; and
- Apply online, by 119%.
The credit union also saw Facebook "likes" increase by 42% throughout the promotion.
Shellye Carpenter, a Dallas FCU marketing officer, said that members responded positively to the informative aspects of the contest. "We've had several members tell us they didn't know about products like GAP and Extended Warranty coverage," she said, "but learned about them through the scavenger hunt."