Marketing

Money Machine Grabs Shoppers' Attention

Grow Financial FCU's mall ATM also features a technologically advanced game.

September 23, 2014
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Taking a trip to the mall in Tampa, Fla., might score you a bargain on a mortgage.

Grow Financial Federal Credit Union recently relocated its virtual money machine to an area shopping center, giving passersby not only a handy ATM option but also a chance to win $25 toward a checking account, $100 toward an auto loan, or $300 toward a mortgage.

Remember the old cash grabs from TV game shows where people stood in a plastic tube and tried to catch the dollar bills blowing around them? Consider this the 21st century version.

Players face an augmented reality, motion-reactive video mirror within a six-screen HD video wall and reach for the digital bills projected on the screen. The wall’s touch-sensitive glass promotes further interaction.

Members and nonmembers can try their hand at the virtual money machine, which had been a big hit while located at a Grow Financial Federal branch for the past year-and-a-half. Now located next to the Westfield Citrus Park Mall’s food court, the ATM/game kiosk serves as a marketing tool.

During an 11-week period that ended July 22, users played 10,203 games and Grow Financial Federal collected 3,689 valid email addresses, says Brian Holloway, assistant vice president of marketing.

The credit union hasn’t publicized the ratio of winners or redemption rates.

“The virtual money machine is a terrific example of a company reaching its audience in an entertaining way that can result in new customers before they walk in the door,” says Steve Birnhak, CEO of Inwindow Outdoor, which designed the interactive technology.

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