Marketing gamification
with business results?
No probllama.
ObjectiveDevelop 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.
TimelineSix weeks.
Concept IdeationThe client approached the team requesting us to ideate, design, and develop an innovative digital brand experience that would launch in six weeks., so there was no time to waste. In less than 48 hours, Kevin Flores developed multiple digital product marketing concepts and literally presented them to digital marketing executives as pencil sketches on tracing paper.
The selected product marketing concept included gamification tactics would engage young audiences, while educating them on the benefits of Bank of America’s new partnership with Zelle.
[ Shown below: First prototype screens ]
SolutionAn engaging experience that utilizes gamification to convey the speed and savings of Zelle’s money transfers when compared to competitors like Venmo. The game educates and converts players to users on the Bank of America Mobile Banking App.
RESULTSThe app was initially an innovation incubator project aimed at engaging students at college events.
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 Bank of America Financial Centers across the United States.
87%
completion rate47%
Replay rateWith an 87% game completion rate, and 47% replay rate, the Zelle Llama game was reported at the time to be
Bank of America’s most highly-engaging Financial Center learning experiences.
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