Turning routine purchases into a $1 million brand story
Role: Concept, naming, digital display, on-site marketing, social
Channels: Digital display, owned site (public + private), social media, in-market activation
Channels: Digital display, owned site (public + private), social media, in-market activation
The Challenge
Research showed that Discover cardholders tended to save using their card for "big" purchases, not everyday spending like coffee, groceries, or gas. After a slow quarter, Discover was looking for ways to drive daily usage.
Research showed that Discover cardholders tended to save using their card for "big" purchases, not everyday spending like coffee, groceries, or gas. After a slow quarter, Discover was looking for ways to drive daily usage.
The Idea
I helped concept this unique sweepstakes that offered daily prizes, the prize structure itself, including a grand prize, the creative campaign — and came up with the name that anchored it all: Discover Everyday Giveaway
I helped concept this unique sweepstakes that offered daily prizes, the prize structure itself, including a grand prize, the creative campaign — and came up with the name that anchored it all: Discover Everyday Giveaway
• Daily: 75 winners
• Monthly: $25,000 to a cardmember, plus a matching $25,000 to a local high school of their choice
• Annual Grand Prize: $1 Million
• Monthly: $25,000 to a cardmember, plus a matching $25,000 to a local high school of their choice
• Annual Grand Prize: $1 Million
The Strategy
Make Discover top-of-wallet by rewarding regular usage, not just big purchases. So the idea, with a bit of Willy Wonka golden-ticket logic, was that the small purchase you already make every day could be the one that changes your life. Every swipe was an automatic entry — no forms, no codes — which meant the behavior Discover wanted to incentivize (reaching for the card daily) was the entry mechanism itself.
Make Discover top-of-wallet by rewarding regular usage, not just big purchases. So the idea, with a bit of Willy Wonka golden-ticket logic, was that the small purchase you already make every day could be the one that changes your life. Every swipe was an automatic entry — no forms, no codes — which meant the behavior Discover wanted to incentivize (reaching for the card daily) was the entry mechanism itself.
I helped develop the digital display campaign
This included a visual system around one motif: everyday objects — a cup of coffee, a bag of groceries — bursting into cash. Dramatized the campaign idea while staying flexible across dozens of ad sizes. Also, an on-site experience, both public and private, including a winner-tracking hub that made the sweepstakes feel visible and ongoing
Coffee Cup Banner
Grocery Bag Banner
End Frame Versions
Including interactive banners
Frame 1
Frame 2
Frame 3
Frame 4
Supported by a key social media tactics
We extended the "everyday person, everyday purchase" story beyond paid media by getting people to tell us what they’d do with the $1 Million prize. This included a cutout speech bubble that they colud use to write in their dream, and post on social networks and a specially created Flikr page.
Celebrating the grand prize winner
Bill Kirkpatrick, an 11-year Northbrook, Illinois resident, was the campaign's $1 million grand-prize winner. Discover surprised him at Chicago's Union Station with a giant check, a cake, and a crowd.
The results were incredible
• 27,000+ Winners
• $1 Billion in Incremental Card Spending
• $1 Billion in Incremental Card Spending
Why It Worked
Credit card marketing had mostly competed on sign-up bonuses and travel perks — rewards for big, infrequent decisions. The Everyday Giveaway rewarded regular spending instead of the splurge. And the name, prize structure, and "everyday item becomes cash" creative all pushed toward the same goal — making Discover the card people reached for first.