Ally Financial’s CMO on Gamification, Economic Mobility and Financial Literacy
Ally Financial’s CMO on Gamification, Economic Mobility and Financial Literacy
Ally Financial’s CMO on Gamification, Economic Mobility and Financial Literacy
By Kaylee Hultgren
September 06, 2021
Summary
To promote financial literacy among middle school-aged students, Ally Financial recently teamed up with rapper Big Sean and popular computer game Minecraft to create "Fintropolis," a world within the game that weaves financial lessons into the experience as players navigate through it.
"Getting people to think about finance is a daunting task," says Ally Financial cmo Andrea Brimmer.
The briefing that they got was, how can you make financial literacy interesting to middle school-aged kids? From a marketing perspective, we've had a long history of using gamification to try and make financial learning more interesting.
We at Ally made the decision to fund the project because we believed so much in it and thought it would be-excuse the bad pun-another block in our strategy of using the notion of gamifying the learning of financial literacy.
We built an island in Animal Crossing for college age and above, which was also super interesting, all built around the idea of learning financial literacy.
AB: First and foremost, we've got a strategy around the notion of economic mobility and our role as a digital financial services company to help people learn about changing the trajectory of their lives through economic mobility.
We're in the process right now of hiring a full-time gaming team within my organization that will do nothing but focus on gaming strategy and creating games that make sense around financial literacy.
Reference
Huntgren, K. (2021, September 6). Ally Financial’s CMO on gamification ... Retrieved November 2, 2021, from https://www.eventmarketer.com/article/ally-bank-gamification-financial-literacy/feed/