A Bank Embraces Customer Generated Media. Another Wary.
The Bankwatch reports of the recent Wells Fargo initiative, ‘Be Center Stage in the Rose Parade’, where they are calling anyone who can sing, dance or direct a film to come together and create a music video. With the winner having his or her video highlighted in Wells Fargo ads during the Tournament of Roses Parade and on wellsfargo.com. This is the first time that a financial institution is venturing into customer generated media marketing. Contrast this to the CMO of Citi, Lisa Caputo’s paranoia (see this story in Mediapost) about letting customers play around with the group’s logo and other corporate material and we wonder if along with Chuck Prince will we see a marketing person move on as well.