USF fans pick up prizes at Grow promo.
TAMPA, Fla.—Grow Financial is turning screaming college football fans into some of the credit union’s best advertisers.
The $2-billion CU has launched “Grow Your Noise,” a promotion that pits seat sections of University of South Florida fans against each other to see who can make the most noise at football games and win a prize. Grow Your Noise takes place at each USF home game during a timeout in the first or second quarter.
The effort, the credit union says, has generated a lot of social media chatter, has students talking about the credit union and is driving membership.
“Each year during football season we look forward to introducing the Grow Financial brand to new fans and hopefully gain more members,” said Director of Corporate Sponsorships Allen Milliron. “We use different promotions each year.”
Grow has four home games under its belt with the new promo, and each time the game’s announcer introduces the contest, plugs Grow, and gets fans screaming for the CU. A live shot of each competing section is shown alongside a noise meter on the large video screen at Raymond James Stadium.
'Captains' Win $250
“Captains” for each section are randomly chosen, and at the end of the battle the leader of the noisiest section receives a $250 Grow Financial Visa gift card. The sections are chosen before the game, when Grow Financial rally towels are handed out.
“Fans are encouraged to scream and waive their towels,” said Milliron.
Grow plans to show up at all seven USF home games this season.
In addition to the in-game promotion, the CU has set up a customized photo booth outside the stadium where guests take photos, have them e-mailed to their phone or PC, and then post them to their own social media sites.
The CU shows up game day, as well, with its logo tent loaded with Grow-branded giveaways.
“We have worked with the University of South Florida for more than 10 years,” said Milliron. “We have not only worked with the college on the athletic side, but also on the academic side, actively participating in the university's undergraduate and MBA programs. Each year in the spring we host a signature networking event with the college of business to help juniors and seniors learn networking techniques and build their communications skills.”
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