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BizReport : Viral Marketing : October 02, 2006

ING Direct Launches Viral Campaign Targeting Home Owners

ING Direct, the bank headquartered in Wilmington Del., has launched its first viral campaign targeting first time home buyers.

by Angelique van Engelen

The campaign outlines the virtues of home ownership, a message the bank says is going to be shared by its members not only because of the creativity involved in the website, but also because it has secretly hidden a free mortgage in the platform.

To encourage sharing the message among its customers, the bank has seeded its short films on viral video sites like and established links from leading online gaming sites to the bank's own video games. Consistent with the effort to reach the first time buyers, the website follows what the bank says is a 'non-traditional and edgy tone'.

The backbone of the campaign is the new website. It features original short films and video games that look at the stark realities that American's face as renters.

The hidden secret mortgage offer effectively reduces the closing costs on the Orange Mortgage to zero - saving first time buyers significant dollars against the cost of a mortgage.

These innovations, along with the secret mortgage offer, provide this group with the tools and inspiration to share their experience with their friends.

Tags: viral marketing

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