See the Spot: Chase Taps Social Media Family to Push Digital Banking

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Paperless banking might be easy, but that doesn't mean everyone knows how to do it. In an effort to woo consumers to the digital side, JPMorgan Chase has tapped the Holderness family, which is known for a bevy of social media videos dating back to a "Christmas Jammies" digital card in 2013 that went viral. The family has signed on with Chase for a total of 10 how-to videos to promote the ease of mobile or online banking.

"These videos are hilarious and people will have fun watching them, but they also help us solve a business problem," said Kristin Lemkau, chief marketing officer at Chase, in a statement. Though more Chase customers are using mobile technology than a year ago, the bank found that many customers are still visiting a brick-and-mortar branch or phoning customer service for help. The new video series, four of which debuted Tuesday, include a 75-second overview as well as tackle more specific issues, like paying bills or depositing checks.

"We knew we had to do something different to show people how [to do things themselves]," said Ms. Lemkau. "We didn't want to do a boring animation."

In the spot, Mr. Holderness raps about the hardship of going to a Chase branch and missing out on family time. "Didn't need to drive here, could be home with cold beer. I should have 'apped' it, now I'm stuck in traffic," he laments.

Chase will release three more videos in two weeks before unveiling the final three at the end of October. This is the first time the brand, which produced the series internally without any agency involvement, has used social media stars on such a scale, said a spokesman. Chase will promote the effort via its social channels.

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