Traveling Debit Dash game lures Air Miles collectors

A life-sized board game is the centerpiece of a campaign to push BMO's new points program.

BMO is going after the banking business of Canada’s nine million Air Miles collectors with a new program that allows them to collect points whenever they use their BMO debut cards. The bank is spreading the word with a campaign that includes a life-sized automated board game in which participants move around swiping BMO debit cards and collecting Air Miles points. The player who collects the most points receives 500 reward miles.

The game, created by Apex PR, will travel around malls in Toronto, Montreal, Calgary and Vancouver over the next two weeks. Lynne Kilpatrick, senior VP, personal banking at BMO, tells MiC that Metro free dailies will be wrapped today in Toronto, Calgary and Vancouver, and there will be subway, bus, streetcar and commuter train wraps in major centres, posters and billboards in Toronto, Vancouver, Montreal and Calgary and helicopter sky murals in Toronto and Vancouver.

Cossette handled both the creative and the media buys for the campaign, which runs to July 20.