1. GCU’S
TREASURE HUNT
TREASURE HUNT SUMMARY BY GUARDIAN CREDIT UNION

2. GCU recently launched the GCU Discover® debit
cards, as such, one of the hunt’s purposes was to
promote the new relationship between Discover
and GCU. Here are samples of the traditional
campaign materials used during the launch.
THE REASON
FOR THE HUNT

3. However, after the implementation of Discover debit cards, we wanted
to create more of a stir to make community members aware of the new
GCU Discover® debit card and to create interest in a unique way. Thus,
the GCU Treasure Hunt was created.
The Treasure Hunt was a social media driven campaign to encourage
followers to come out on a Friday afternoon in November for a chance
to find some money. Fifty (50) Discover® gift card vouchers, disguised as
enlarged GCU debit cards, were hidden around the city for people to
find and redeem. Amounts varied from $5 to $50.
THE REASON
FOR THE HUNT

4. GOALS OF
TREASURE HUNT CAMPAIGN
INCREASE AWARENESS OF GCU
INCREASE SOCIAL MEDIA
FOLLOWING
PROMOTE RELATIONSHIP
BETWEEN GCU AND DISCOVER®
CARD
During this one-week campaign, GCU
posted riddles to Facebook and Twitter
leading followers to a treasure hunt in
downtown Milwaukee.

5. o Press Release
o Facebook Riddles
o Custom Graphics
o Blog Post
o Gift Cards
MATERIALS USED
Here are the materials used to drum up
the engagement from our members as
well as local community members:

6. Day 1
“ A treasure trove of gold is what you will find,
If you unlock these riddles with your mind.
By searching the city and following clues,
GCU has gifts that are just for you!”
Day 2
“ On Friday the Seventh from 11-1,
Come one, come all, let’s have some fun.
Bring a friend, or two, or three,
To join the hunt for treasure that is free! ”
Day 3
“ Gift cards in numbers from $5-$50,
The treasure you gain could be quite nifty.
We will post more hints, so check back soon,
For you could win big this Friday, afternoon. “
Day 4
“ If you’re searching the city, high and low,
Look no further, we’ll tell you where to go.
Get out a map, and mark X on the spot,
Where historic meets local, this place is highly sought. “
CREATIVE COPY
& RIDDLES

7. Day 5
“In the ward between the fourth and the second,
Is where the treasure, to you, will beckon.
Search for cards that range in size,
For what you Discover will be a great prize.”
Day 6
“Holey Moley! Is what you will shout,
When you arrive, you won’t have a doubt.
There will be treasure and gifts galore,
Along with treats!- Who could want more?”
Day 7
“Tomorrow’s the hunt!
So we’ll keep this blunt,
From 11-1, come to the place that’s still concealed,
But check back tomorrow, for it will be revealed.”
Day 8
“In just a few hours, the treasure will be yours,
So come on down, dressed for outdoors.
Look here, look there, look everywhere,
There will be treasures hidden in Catalano Square!”
CREATIVE COPY
& RIDDLES

8. PRESS
RELEASE

9. PROMOTIONAL LOGO

10. GIFT CARDS FOR THE HUNT

11. If free money wasn’t enough,
what about free doughnuts.
To also promote the new business,
GCU offered free Holey Moley Cake
Doughnuts & Coffee to all participants
and spectators.
FEATURE
HOLEY MOLEY DOUGHNUTS

12. GCU’s Treasure Hunt got a great response
from social media followers including ‘likes’,
shares and comments.
“This is an awesome and fun idea! I
can’t wait to try it!”
–Monnie McMahon
“Thanks for the gift cards! My
family had a blast!”
–James Brammer
“Thanks, my boys had fun on the
treasure hunt!! Great idea!”
–Candace Andrzejewski
SOCIAL MEDIA
RESPONSE

13. SOCIAL MEDIA
RESPONSE

14. THE DAY OF
THE TREASURE HUNT

15. THE DAY OF
THE TREASURE HUNT

16. THE DAY OF
THE TREASURE HUNT

17. RESULTS OF TREASURE
HUNT CAMPAIGN
GCU’s new Facebook ‘Likes’ were boosted 231% in one week

18. RESULTS OF TREASURE
HUNT CAMPAIGN
Engagement on
posts went up
from an
average of 44 to
an average of
136.
Measured in
clicks, likes,
comments, and
shares on posts.

19. RESULTS OF THE TREASURE
HUNT CAMPAIGN

20. The GCU Treasure Hunt was successful and
each of our goals were reached!
Social Media
Increased social media following in both
quantity and quality
Membership
A spike in new memberships grew 2% above
average immediately following the Treasure
Hunt Promotion
Discover
The treasure found were all Discover® gift
cards, promoting the relationship between
Discover and GCU
SUMMARY OF RESULTS