Keycorp will be rocking, rolling, twisting, shouting, and dishing out cash when the Rock and Roll Hall of Fame opens Sept. 1 in Cleveland.
The bank, also based in Cleveland, is providing the I.M. Pei-designed Hall of Fame with automated teller machines that look and sound like jukeboxes, dispensing cash and museum admission tickets to the sounds of the Rolling Stones and Bob Dylan.
"The approach here is to design an ATM that is appropriate to its surroundings and to this particular segment of customers," said Keycorp spokesman Bill Murschel.
"We're positioning this as the first custom-designed multifaceted ATM."
Keycorp also will have its name on the 65,000-square-foot plaza outside the Hall of Fame that serves as its main entrance and its mailing address: The Rock and Roll Hall of Fame and Museum, Key Plaza, Cleveland, Ohio 44114.
The bank paid $2 million for those rights.
Like the $15 million agreement to have the Seattle Center Coliseum renamed the Key Arena, the jukebox deal is part of a broader effort by Keycorp to spread its name across the country and, at the same time, reach baby boomers.
The bank also wanted to amuse people and, perhaps, show that in the button-down world of banking a few executives do wear blue suede shoes.
"The baby boomers are certainly one of the demographic groups they want to attract," said McDonald & Co. Securities Inc. analyst Fred A. Cummings. "And they want to be fun. Maybe folks are going to look at the bank as a little more innovative than some of the others."
Executive vice president Stephen A. Cone, Keycorp's chief marketing official and the co-author of "Beyond 2000: The Future of Direct Marketing," came up with the jukebox idea to complement the Hall of Fame's high-tech, interactive exhibits.
"We want people to have a little fun when they do their banking," Mr. Murschel said. "When it comes to automated transactions, why not make it an interaction people enjoy."
Cleveland-based Keycorp has 1,400 bank offices in two dozen states.
