Banks are often criticized by industry analysts for failing to promote new services and functions.
Bank of Hawaii, a subsidiary of Bank of Hawaii Corp., is showing how it defies the criticism.
The bank launched a social media game this week to promote use of its mobile deposit functionality, a feature it launched about a month ago, while also aiming to grow its fan base.
The contest, called Say Deposit, requires people to like the bank's Facebook page and provide their name and email address. Then the person is prompted to choose one of 12 piggybank tiles to reveal a cash amount that he could win for the weekly drawing. (He can uncover more tiles if he shares the contest on Facebook or Twitter). To enter the drawing, the user must also run through a simulated mobile deposit experience, including snapping a shot of a check's front and back. The game also includes a tutorial video on how to use mobile deposit.
There are three weekly drawings, with the grand prize winner to receive $1,000 on Oct. 18.
"Games are always a good way to engage with customers," says Michael Ching, vice president and manager of the internet banking department.
Bank of Hawaii's Facebook page has more than 16,000 likes.
For now, mobile customers can deposit up to $1,000 a day on their smartphone devices. Excepting holders of Bankohana accounts, customers pay the bank $0.50 for each check successfully deposited. The capability is meant to ease customers' banking experiences.
"For us, the convenience message is a huge part of our brand," says Matt Emerson, senior vice president of products and alternative channels. "Mobile deposit is another function that adds the convenience feature to our customers."