I’m always willing to go off the beaten path for great social media marketing and promotional campaigns to share with my students. My favorite one is this campaign from the Belgian bank KBC. It successfully reaches their target market in an authentic way and their target is one which highly values authenticity. It connects people across generations through social media and generates enormous free, positive publicity. On top of all of those corporate goals, it’s just a good thing to do; serving elders, and one can’t help but feel positive toward the brand. It is quite the accomplishment when you think of the core elements; old people, young people, banks, and music festivals. But they make it work brilliantly!