The Bank of Ireland is turning to Snapchat, the channel of choice for face-gurning teens the world over, to promote its 2016 FeelFree student reward programme.
The bank has recruited Snapchat 'star' (is there really such a thing? Ageing Ed) James Kavanagh and model Thalia Heffernan to share hacks and top tips to help students save money.
As part of the campaign, Kavanagh, a former PR executive and Dublin socialite who has gathered a huge following on Snapchat, will visit University of Limerick and Trinity College Dublin to promote the rewards programme.
BoI's FeelFree account promises student €100 worth of rewards, from cinema tickets to pizza vouchers, and the more esoteric surf lessons and beauty treatments. The Bank is adding a gamification element to the programme, asking followers to complete a particular banking task each quarter to qualify for a redemption code.
The bank says it will also use the channel to offer back-stage peeks at sponsored events in sport, music, fashion and tech.
Laura Lynch, head of youth banking at BoI, says: “We are looking forward to using our new Snapchat channel to communicate with our student customers and share helpful tips with them on a range of topics and give them behind-the-scenes access."