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MSVU PR Case study

Volunteers required on Monday, June 1, 2009 to plant a Twitter discussion some time between 9-11:30 a.m. AT in order to assist @BBoudreau and @Aliasgrace instruct a public relations class on a live social media case study. Below are the details of a product launch:

The Kermit Debit MasterCard enables its users to prepay or store money in a financial account that can be accessed for purchase, bill payment, or ATM cash withdrawals. It provides shoppers a convenient and secure method to access their funds. Parents often find prepaid debit cards a welcome financial convenience to share with adolescents. Plus it helps teach smart money management techniques and financial responsibility.

The Kermit Debit MasterCard is accepted at millions of locations worldwide, and includes optional cash access through the Cirrus ATM network worldwide. The card can be reloaded with additional funds, and if subject to loss, theft or fraud, MasterCard Zero Liability applies.

"With the Kermit Debit MasterCard, loyal fans of this global icon have a new way to connect with Kermit the Frog while enjoying the payment flexibility and convenience that comes with a prepaid debit card," said Janice Zoot, Director of Payment Systems, Evergreen Bank of Canada. "We are excited to make this card available to Kermit the Frog enthusiasts in Canada."

Cardholders can select from two different designs: a card featuring an outline of Kermit or an orange and green design featuring a photo of Kermit the Frog. In addition to the two design choices, the card is fully re-loadable through bank transfer, retail loading, or payroll deposit.

"We are very excited to offer the millions of Kermit the Frog fans in Canada this new debit card. Kermit is loved by fans of all ages, all around the world and now instead of just shopping for Kermit the Frog products they can shop with Kermit the Frog in their wallet," said Floyd Pepper, President of Evergreen Bank of Canada.

The Kermit Debit MasterCard will be promoted in conjunction with a new initiative that contributes a portion of earned loyalty points toward the bank's Evergreen Everywhere™ carbon offset program.

"Fans who have grown up with Kermit the Frog will be able to give back to the environment with every purchase," said Pepper.




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INSTRUCTIONS FOR TWITTER VOLUNTEERS:

Students will be given this press release at the beginning of class. At some point after 9 a.m. AT, the class will move to a computer lab where they'll learn how to use social media tools. During this time, they will be asked to monitor Twitter for mentions of the product launch.

We require several volunteers to plant a conversation using the hashtag #kermitcard. Feel free to respond to conversations in a natural manner. The majority of comments can be harmless but we are looking for four people to make specific "character" comments:

  • parent who is concerned that the card is geared toward tweens.
  • superfan of Kermit the Frog.
  • representative of the Concerned Children's Advertisers who likens the use of a muppet for financial spending among youth to Joe the Camel selling cigarettes.
  • member of the newly founded Coalition of Responsible Consumers whose mandate is to educate consumers of all ages on responsible spending in order to curb the growing concern of personal debt exceeding personal net worth.

The in-class case study will run for about 30 minutes. We will announce the start and end times using the #kermitcard hashtag. Students will bring comments of concern to the attention of the rest of the class and discuss responses which they will post on Twitter.

* The press release is based very closely on a press release for the Hello Kitty Debit Mastercard issued in 2004. The case study is purely fictional and used only for the purpose of teaching the role of social media in public relations.