Home  › Marketing › Strategies
boa-susan-koman

Bank of America Partners With Susan G. Komen

  |  October 22, 2012   |  Comments

Bank of America has launched a microsite in partnership with Susan G. Komen for the Cure to raise money for Komen and to enable participants to honor their loved ones.

Bank of America has launched a microsite, Everyday Portraits, in partnership with Susan G. Komen for the Cure to raise money for Komen and to enable participants to honor their loved ones.

According to a Bank of America representative, Everyday Portraits is a nationwide campaign promoted primarily through the bank's website.

BankofAmerica.com says the bank serves approximately 56 million consumers and small businesses and has 30 million active online banking users, so the campaign has a potentially huge audience. However, after launching in August, the Everyday Portraits Gallery has only about 580 portraits.

The Bank of America representative said, "The campaign on this just launched, but I can tell you we're pleased with the initial response."

Everyday Portraits asks users to submit pictures and stories to create portraits to honor anyone who has fought or is fighting breast cancer. After submitting a face-only image that is under 3 MB and text - such as a letter, description, or story - in 500 characters or less, the site replaces the image's pixels with pink words from the submitted text to create a tribute.

The portraits are featured in a gallery on the microsite and can also be shared via Facebook, Twitter, and email. A different portrait is also featured each day on the Everyday Portraits home page.

According to the microsite, Bank of America will contribute $5 to Susan G. Komen for every portrait created up to $25,000 or through November 11. Some site messaging also encourages users to create portraits through the month of October, which is Breast Cancer Awareness Month.

At $5 a portrait, the $25,000 cap would kick in after 5,000 portraits, or 4,400 additional submissions in the next three weeks, or about 1,467 per week. Bank of America put out a press release announcing the site's launch on August 21, meaning Everyday Portraits has averaged about 73 submissions a week to date.

Ian Schafer, CEO of digital agency Deep Focus, says part of the reason the campaign has not been more widely embraced by BankofAmerica.com customers could be because it asks too much of participants - particularly because it asks users to manually upload images.

"It's never a good idea to do something [participants] aren't already doing in digital. If you do, you're not doing it for scale, you're doing it for quality," Schafer says. "In this case, [users] have to find a photo to upload, which doesn't sound like much, but, to people, time is incredibly valuable..."

Instead, Schafer says it might be easier to encourage participation if users were asked to pick a photo from a Facebook album.

"You could show Facebook photos, ask which one [they want] and upload it and it can do the work for you," Schafer says. "But to write a soliloquy and upload a photo is, frankly, too much."

In addition to Everyday Portraits, Bank of America is a National Survivor Recognition Program sponsor for the Susan G. Komen Race for the Cure and is the presenting sponsor for the Susan G. Komen 3-Day series.

Susan G. Komen did not respond to a request for comment.

ClickZ Live Toronto Twitter Canada MD Kirstine Stewart to Keynote Toronto
ClickZ Live Toronto (May 14-16) is a new event addressing the rapidly changing landscape that digital marketers face. The agenda focuses on customer engagement and attaining maximum ROI through online marketing efforts across paid, owned & earned media. Register now and save!*
*Early Bird Rates expire April 17.

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

ion Interactive Marketing Apps for Landing Pages White Paper

Marketing Apps for Landing Pages White Paper
Marketing apps can elevate a formulaic landing page into a highly interactive user experience. Learn how to turn your static content into exciting marketing apps.

eMarketer: Redefining Mobile-Only Users: Millions Selectively Avoid the Desktop

Redefining 'Mobile-Only' Users: Millions Selectively Avoid the Desktop
A new breed of selective mobile-only consumers has emerged. What are the demos of these users and how and where can marketers reach them?

Jobs

    • Contact Center Professional
      Contact Center Professional (TCC: The Contact Center) - Hunt ValleyLooking to join a workforce that prides themselves on being routine and keeping...
    • Recruitment and Team Building Ambassador
      Recruitment and Team Building Ambassador (Agora Inc.) - BaltimoreAgora, www.agora-inc.com, continues to expand! In order to meet the needs of our...
    • Design and Publishing Specialist
      Design and Publishing Specialist (Bonner and Partners) - BaltimoreIf you’re a hungry self-starter, creative, organized and have an extreme...