Campaign Brief: Bank of America looked to increase bank brand affiliation with a younger, lesser tapped demographic through a music promotion.

Hip Digital Solution: Hip Digital designed and powered a custom branded MBC Music Store, geared toward the college demographic.

Students were incented to learn more about Bank of America via on-campus "drives" where they are rewarded with branded downloads cards with Hip Digital PIN codes valid on the Music Store.

Hip Digital also created a mechanism on the Music Store through which visitors who opted in to receive the Bank of America newsletter received 1 additional music download via custom branded email.

Results: Over 4,300 customers registered accounts during the campaign, and the site was visited over 30,000 times. Additionally, hundreds of email addresses were added to the Bank of America electronic mailing list database, via the opt-in mechanism.

In the 9 months of the promotion, consumers on average spent 8-13 minutes on the site, and viewed 12-18 pages per visit.