When Extraco Bank wanted to shut down its free checking offerings they sent out postcards to their customers with a link to an interactive online game. In the game, customers walked through a series of questions around their banking habits. Through this process they learned how they could save or reduce fees.
Customers learned that by paying bills online and signing up for direct deposit they could escape the new fees. This approach contrasted very differently to the wordy letters the bank previously sent out
The solution was able to convert 14% of visitors into a bonus banking account from their free checking account. The usual rate of conversion is less than 2%.