In the next few weeks, Minneapolis and the greater Twin Cities area will transform into a mecca of sports, culture, arts and entertainment when The Big Game comes to town. U.S. Bank has been planning for The Big Game and all the surrounding events since June 16, 2015. On that date, U.S. Bank announced the official naming rights of U.S. Bank Stadium.
Outside of having its name on the stadium, U.S. Bank will activate a comprehensive marketing plan during the 10 days surrounding The Big Game including: the take-over of a Minneapolis light rail station near the stadium, local and national ad campaigns and social media content, the introduction of the U.S. Bank Possibilities Lounge, acceptance of donations to the American Red Cross through U.S. Bank ATMs and the launch of a new Future Leaders program.
“This is clearly a unique opportunity to for us to showcase our city, state and our company on a global stage,” said Beth McDonnell, chief marketing officer for U.S. Bank. “We anticipate 200 million eye balls on our brand during the 10 days of The Big Game festivities and we are beyond excited about it.”
U.S. Bank will be taking over McCormick & Schmick’s restaurant on the corner of Ninth Street and Nicollet Mall to create a Possibilities Lounge. The activation will be open to the public Jan. 31-Feb. 4 and is free. Inside the U.S. Bank Possibilities Lounge, fans will embark on a “virtual payment demo” earning and paying with virtual currency. All of this in partnership with Zelle and Diebold Nixdorf, and presented by Visa. Fans will even have an opportunity to show off their best touchdown dance to contribute towards U.S. Bank’s donation to three local nonprofit organizations supporting U.S. Bank’s Future Leaders community initiative.
U.S. Bank has selected three standout young Minnesotans as the inaugural members of its Future Leaders program: Contessa Boorman of Woodbury (below, right), Chris Casey of Eagan (below, center) and Dominique Jones of Rochester (below, left). As Future Leaders, Boorman, Casey and Jones will have the opportunity to network with national business leaders and represent the state at The Big Game.
Future Leaders is part of U.S. Bank’s Community Possible platform, which focuses the bank’s giving and volunteerism efforts toward creating opportunities in Work, Home and Play. Boorman, Casey and Jones were selected for actively demonstrating the cognitive, social and emotional benefits of play, and making their community a better place as a result. The bank plans to expand the program to other markets, with similar ties to marquee events.
U.S. Bank will be taking over the Minneapolis light rail station with a full set of branded wraps on the waiting area structures near U.S. Bank Stadium. The bank will also be visible via an ad campaign on both local and national media and social media channels.
U.S. Bank will also join with Visa to offer contactless payments demo as part of the NFL Shop located at the Minneapolis Convention Center.
“When we announced the naming rights to U.S. Bank Stadium, it presented a unique opportunity for us to reinforce our commitment to our home market in Minneapolis,” said McDonnell. “It also helped us elevate our brand on a national level with all of our stakeholders which ultimately will help us grow as an organization. Having The Big Game in our backyard is the holy grail of marketing and brand opportunities and it’s almost time for the fun to begin.”
U.S. Bancorp, with 73,000 employees and $459 billion in assets as of September 30, 2017, is the parent company of U.S. Bank, the fifth-largest bank in the United States. The Minneapolis-based bank blends its branch and ATM network with mobile and online tools that allow customers to bank how, when and where they prefer. U.S. Bank is committed to serving its millions of retail, small business, wealth management, payment, wholesale and securities services customers across the country and around the world as a trusted financial partner, a commitment recognized by the Ethisphere Institute naming the bank a 2017 World’s Most Ethical Company. In 2016, U.S. Bank contributed $54.2 million to nonprofit organizations across the country through the U.S. Bank Foundation and corporate contributions. Additionally, employees donated more than 219,000 volunteer hours creating opportunities at work, home and play across the country. Visit U.S. Bank online or follow on social media to stay up to date with company news.
Susan Beatty, U.S. Bank Public Affairs & Communications