Marketing gamification
with Business results?
NO PROBLLAMA.
OBJECTIVE
Develop an engaging way to announce the new Zelle® partnership during Rush Week on college campuses across the country, and showcase the advantages of transferring money on the Bank of America Mobile Banking App.
Timeline
Six weeks.
Initial Concept
Iterations & Refinements
SOLUTION
An engaging learning experience that utilizes gamification to convey the speed and cost advantages of Zelle’s money transfers when compared to competitors like Venmo. The game educates and converts players to users on their Bank of America Mobile Banking App.
[ Just tap the image above to view video case study. ]
RESULTS
The iPad gamification app was initially a rapid-prototyping project concepted, designed, and developed for student rush events at colleges and universities. After successful engagement rates and user testing feedback, the app has since been adapted as a single-player version and placed on iPads in over 1,000 Financial Centers across the United States. With an 87% game completion rate, and 47% replay rate,* the Zelle Llama game remains Bank of America’s most highly-engaging financial learning experience to-date.
87% completion rate, and a replay rate of 47% – raising awareness of Bank of America Zelle as transactions crossed $25 billion
The Team
Lead Developer:
Kevin Vaughan
Project Manager:
Ross Cooper
Program Manager:
Bill Lickert
Account Director:
Les Morelock
Bank of America Project Sponsors:
Lea Moon & Katlann Smith
Creative Director:
Kevin Flores
Visual Designer:
Rob Musser
Visual Designer:
Shannon Flowerday
UX Designer:
John Blackwell
Copywriter:
Aprill Jones