Seeking to generate more post-Bank Transfer Day buzz, CUNA debuted this week three viral videos – each 15 seconds long – designed to push the consumer choice concept and aid CU membership growth.

The new “Web-based vignettes” direct consumers to the asmarterchoice.org website and “are aimed at reminding viewers in a humorous and we believe attention-getting way that there are bad choices and good choices, and there's always an opportunity to make a smarter choice,” said Mark Wolff, senior vice president-communications for the trade group.

The videos are on YouTube, Facebook and other sites and were created by a Washington agency, Interface Media Group.

“In producing these videos in social media, our goal has been to try to reach a youthful audience as we retain the Bank Transfer momentum,” said Wolff.

The videos, said Wolff, are in addition to a series of other marketing materials already distributed to credit unions, including model press releases, banner ads, T-shirts and “ready” sheets detailing preparation, messaging and Q&A for front-line staff.