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236 Managing Customers Through Economic Cycles

Figure 9.8

multiple network, e.g. Facebook, MySpace, YouTube, cor-
porate blogs, approach including:

The Student LoanDown – Financing/debt
Guided By History – Historical archives
Stagecoach Island Community – Game
Commercial Electronic Office – Ideas.

Their innovative foray into CMR covers a broad range – all
the way from reality to fantasy. The reality initiative is closer
to basic real world financing and debt management for
students. The Stagecoach Island community is more of a
gaming approach, which subtly intertwines financial man-
agement learning to a gaming environment. The premise is
that the fantasy figure “Cassie” will promote the social net-
working aspects of their site while subtly intertwining finan-
cial education and general fun. “Stagecoach Island” is a
virtual world where members role-play games such as
general socializing or building a dream house. Guests do
this by exploring the “Stagecoach Island” and its hidden
secrets, connecting with friends and making new ones and
all the while, they’re painlessly learning about money
management.

Wells Fargo also instituted a contest entitled “Win
Someday” which is popular with YouTube followers. The