In an effort to encourage high school students to prepare for college, Wells Fargo created an interactive Twitter game full of what students love: free prizes.
The game was driven via twitter and user participation which was linked to a live streaming video contest through Wells Fargo’s website. Every tweet that used #GetCollegeReady moved a vehicle down a conveyer belt towards the end (which was a college building) with prizes being dished out along the way. This campaign used elements of two-way communication, gamification and social to spur millennials to participate with a brand commonly associated with adults.