To attract more customers, Regina-based Cuets Financial – a credit union aggregator acquired this month by MBNA Canada Bank – is leveraging both the popularity of iconic hockey character Peter Puck and loyalty to minor league hockey communities in Canada.
Until Nov. 30, cardholders who make purchases with their Choice Rewards MasterCard credit cards, MasterCard or Global Payment debit will automatically be entered in the ‘Passion for the Puck’ contest. The grand prize is 150,000 Choice Rewards points plus a $5,000 donation of Peter Puck hockey equipment to a local minor hockey team. Canadians can also enter online for a chance to win up to 10,000 Choice Rewards points.
Campaign elements include in-branch advertising with posters and tent cards, and statement inserts. Also, credit unions wishing to promote the contest via radio buys in their markets are being provided scripts. There’s also microsite and online banner advertising on credit unions’ digital networks. Toronto’s Segal Communications, which manages Peter Puck licensing, developed the initiative.
