So you want to know how to take advantage of a moment that everybody is talking about on social media? Perfect. I have some examples for you.

1. How to OrganicallyHow to Organically
Hack Into A StoryHack Into A Story

2. ContextContext
This is a long play. We’re not competingThis is a long play. We’re not competing
for new accounts from this content, butfor new accounts from this content, but
rather...rather...
AttentionAttention

3. Your CompetitorsYour Competitors
You’re not just competing against other companies, but also:You’re not just competing against other companies, but also:
All of the internetAll of the internet
Daily RoutineDaily Routine
22ndnd
Screen:Screen:
TVs with DVRsTVs with DVRs
11stst
Screen:Screen:
MobileMobile
33rdrd
Screens:Screens:
Laptop/TabletLaptop/Tablet
Traditional AdsTraditional Ads FamiliesFamilies
Whatever peopleWhatever people
actually think aboutactually think about

4. You know what that’s called?You know what that’s called?
NOISE.NOISE.

5. Viral MomentsViral Moments
So how do you win? You take advantage ofSo how do you win? You take advantage of

6. First Example:First Example:
Llama Chase in ArizonaLlama Chase in Arizona

7. BackgroundBackground
• Happened on afternoon of February 26, 2015Happened on afternoon of February 26, 2015
• Most people at work, found out via TwitterMost people at work, found out via Twitter
• Llamas & #LlamaWatch started trendingLlamas & #LlamaWatch started trending
• Within minutes, everyone was awareWithin minutes, everyone was aware

8. How does PyraMax BankHow does PyraMax Bank
Get Involved?Get Involved?
Headquarters: Greenfield, WisconsinHeadquarters: Greenfield, Wisconsin
8 Southeastern Wisconsin Locations8 Southeastern Wisconsin Locations
Absolutely Zero locations in Arizona.Absolutely Zero locations in Arizona.
Many locations in ArizonaMany locations in Arizona
Not direct competitionNot direct competition

9. So we tweeted to them:So we tweeted to them:
Even better, they responded!Even better, they responded!

10. Here’s why it works:Here’s why it works:
• Not just two banks trying to sell you their productsNot just two banks trying to sell you their products
• Entertainment factor of banks communicating withEntertainment factor of banks communicating with
one another.one another.
• Our banks are taking part in the same conversationsOur banks are taking part in the same conversations
thatthat you are having elsewhereyou are having elsewhere..

11. Second Case: Milwaukee LionSecond Case: Milwaukee Lion

12. Milwaukee LionMilwaukee Lion
• Started as a Twitter Rumor that there was aStarted as a Twitter Rumor that there was a
lion on the north side of Milwaukeelion on the north side of Milwaukee
• Escalated once blurry footage came out via the newsEscalated once blurry footage came out via the news
• Initial buzz started on Tuesday, exploded by WednesdayInitial buzz started on Tuesday, exploded by Wednesday
• Wednesdays in summer =Wednesdays in summer =
PyraMax Bank’s existing Hidden Piggy Bank promotionPyraMax Bank’s existing Hidden Piggy Bank promotion

13. So we changed the promotion.So we changed the promotion.
Instead of hiding piggy banks where we had planned,Instead of hiding piggy banks where we had planned,
we found every location with a “Lion” that we could.we found every location with a “Lion” that we could.

14. Back To The Future DayBack To The Future Day
Remember this date? Everyone was talking about it.Remember this date? Everyone was talking about it.

15. So I hopped on a skateboardSo I hopped on a skateboard
and with a little Photoshop...and with a little Photoshop...

16. We had a one-day Facebook ad.We had a one-day Facebook ad.
And it didn’t cost us anything to produce.And it didn’t cost us anything to produce.

17. Aaron Rodgers/Dude PerfectAaron Rodgers/Dude Perfect
Anything with the Packers does well in Wisconsin.Anything with the Packers does well in Wisconsin.
So when Aaron Rodgers made a trick shot videoSo when Aaron Rodgers made a trick shot video
with YouTubers Dude Perfectwith YouTubers Dude Perfect
(Google it. I’ll wait.)(Google it. I’ll wait.)

18. We made our own versionWe made our own version
Featuring our mascot, Moola Moose.Featuring our mascot, Moola Moose.
Look up “PyraMax Bank Bank Shots” and you can watch it!Look up “PyraMax Bank Bank Shots” and you can watch it!

19. Timing Is EverythingTiming Is Everything
• Be ready to dropBe ready to drop everythingeverything
• Don’t try for perfectionDon’t try for perfection
(It looks more authentic if it isn’t perfect, actually.)(It looks more authentic if it isn’t perfect, actually.)
• Avoid Automated ContentAvoid Automated Content
(Nobody cares about your product posts when there’s(Nobody cares about your product posts when there’s
llamas on the loose.)llamas on the loose.)
• Collaborate with Compliance/LegalCollaborate with Compliance/Legal
(Let them see everything beforehand)(Let them see everything beforehand)
However,However,

20. Now It’s Your Turn!Now It’s Your Turn!
Go make something awesome.Go make something awesome.

21. But first, connect with us!But first, connect with us!
PyraMaxBank.comPyraMaxBank.com
Facebook.com/PyraMaxBankFacebook.com/PyraMaxBank
Twitter: @PyraMaxBankTwitter: @PyraMaxBank
Instagram: PyraMaxBankInstagram: PyraMaxBank
LinkedIn: PyraMax BankLinkedIn: PyraMax Bank
Twitter, Instagram: @AllenHalasTwitter, Instagram: @AllenHalas
Snapchat: Allen_HalasSnapchat: Allen_Halas