EAST LANSING, Mich.–Michigan State University FCU (MSUFCU) is reporting it has entered into a new relationship that will seek to member engagement campaigns from its mobile app, beginning with a Game Day campaign launching in conjunction with Michigan State football home games. This will be followed by Game Day campaigns for MSU women’s basketball, men’s basketball and men’s hockey, the credit union said.
According to the $6.9-billion MSUFCU, it has partnered with Flow Networks, which offers the Flow Platform and which is designed to allow financial institutions to grow members’/customers’ point of purchase activity and “solve portfolio challenges across the customer lifecycle.” That includes driving member engagement and increase card usage while activating MSUFCU’s sponsorships, the CU added.
“The member experience brings the excitement of Game Day into the payment moment,” MSUFCU said. “Upon making a payment with a credit or debit Visa card, the MSUFCU mobile app engages the member with a sports-themed mobile game and a chance to compete for a top position on the Game Day leaderboard. Top Game Day players will receive $200 gift cards.”
‘Engage at Moment of Payment’
This Game Day integration with Flow Networks, MSUFCU said, will allow it to engage with members at the moment of payment. The credit union said the Flow platform offers card issuers an “app store” of pre-built, pre-designed engagement experiences that stream to members through their app.
Experiences can include rewards, loyalty programs, payment tools, installments, or gamified experiences, according to MSUFCU.
“Our members will benefit from our partnership with Flow Networks in incredible ways,” said MSUFCU Chief Digital Strategy and Innovation Officer Ben Maxim. “…We are excited for the opportunity to offer our members meaningful, personalized experiences at the point of sale and beyond.”
Added Ami Iceman Haueter, chief research and digital experience officer at MSUFCU, “Game Day is just the beginning. At MSUFCU, we have moved past the impersonal plastic card payment moment. MSUFCU members will enjoy personalized engagement opportunities, rich rewards, and, of course, the trust and security that comes with every interaction they have with MSUFCU.”
Game Results
According to MSUFCU, its first Game Day experience in late September saw 5,245 members participate out of 21,084 unique cardholder members who received the opportunity to play, a 24.9% engagement rate. The 5,245 participants played a total of 16,547 games, an average of 3.15 games per participant. The members who received the opportunity to play ranged in age from 18 to 66, with a median age of 29.
MSUFCU reported it saw an increase in engagement with participating members, with an average of 1,975 more transactions made during the first Game Day Experience compared to the number of transactions made during the first two MSU Football home games when there was no MSUFCU Game Day Experience.
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