Bank of Montreal: Ticket to Paradise Facebook Contest

Squareknot

Entry Information

Country where program ran: Canada
Program start date: 07/10/12
Program end date: 07/24/12
Advertiser/Client Name: AIR MILES Reward Program and BMO Financial Group
Product/Service Description: BMO Bank of Montreal (BMO) is a North American financial services organization and partner to Canada's AIR MILES Reward Program, the largest loyalty program in Canada with two-thirds of Canadian households enrolled.
Category: Financial Products and Services (FPS)

Strategy

Business problem

The BMO Gold AIR MILES MasterCard "That's the Ticket" contest was our client's biggest credit card customer acquisition campaign in 2011. The challenge in 2012 was that BMO had gone to market four previous times with an acquisition offer of this kind, and they needed to do something different to increase its impact.