Don't Snicker: TVFCU Has Betty White Tie-In

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CHATTANOOGA, Tenn.-Just as Snickers turned to Betty White to provide a big hit for sales, one credit union here is hoping she can spark more interest in its products.

Tennessee Valley FCU has turned to White, famous for her role in the TV series "The Golden Girls" and more recently for appearing in a Super Bowl commercial for Snickers candy, for a look-alike contest.

TVFCU and the Chattanooga Free Press are key sponsors of the upcoming Life Expo where White will be the keynote speaker. So the $700 million credit union used its connection to provide the winner of its look-alike contest with a pair of VIP passes to meet the real Betty White at a private reception, a photo opportunity with the television and viral video star, and a $100 gift card.

TVFCU's Sarah Sherfey said the credit union was looking for an opportunity to flex its grassroots marketing and social media muscles and White's resurgence on TV and the Internet has provided a perfect opportunity. "We're promoting it online, on our blog sites, through our social networks and in the Chattanooga Free Press," she said, calling White an "icon." "We've had great feedback; everybody is very excited."

The contest is open to anyone in the community who is at least 18 years old. Contestants may submit pictures of themselves or someone they know. That's helped a couple of felines get in the mix-apparently at least two entrants believe their cats look a lot like White. In a more traditional entry, one member sent in a picture of her 84-year-old mother, who is apparently constantly being told she bears a strong resemblance to White.

The winner will be announced on Aug. 11. To see the entrants go to www.community.tvfcu.com.

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