Citing what it calls ideal timing – International Credit Union Day is today – the Texas Credit Union League posted on YouTube a boisterous musical film clip called the CU Lip Dub aimed at reaching a youthful demographic.
The four-minute video was shot in August with employees of seven San Antonio CUs during "during the 106 degree heat wave" that gripped central Texas all summer, the league said.
The video uses a cover by the band Smashmouth of the 1960s Monkees hit "I'm a Believer" to make its point.
A lip dub, explained the league, involves "lip synching to a song in an engaging and fast-paced way, and is generally shot in one single take."
In producing the four-minute clip, the league said it had three goals: "Bring credit unions together on a simple project, tap into a younger generation within the credit union, and create something on social media."
The concept "really started as just one of those crazy ideas that come up sometimes, but as we thought about it, it really made sense," said a league spokeswoman.
The CU Lip Dub, said the league, was the first project of TCUL's innovation and collaboration task force.
One of its more "enthusiastic champions," the league said, has been its chair, Pamela Stephens, CEO of the $54 million Security One CU of Arlington.
"Credit unions are looking for ways to reach out and do more in social media," Stephens said. "This is one step in that direction and it was impressive to see the end result."
The league said it timed its YouTube announcement to International Credit Union Day.
"With increased interest in credit unions, our lip dub couldn't come at a better time," said Dick Ensweiler, league president/CEO, adding it will be used "as part of our buzz machine for driving people to credit unions."
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