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The metrics and analytics were even better than what I’ve seen from other media, whether out-of-home, traditional, or digital.”\nTim McCoy\nSVP Marketing & Ecommerce\nAbout\nBuilding Trust Through Smarter Banking\nSince 1974, InTouch Credit Union has been putting people first with smarter banking solutions. From savings accounts to loans, they combine modern technology with a personal touch to help members reach their financial goals—all while staying true to the community-focused values that make credit unions special.\nChallenge\nThe","heading":"How OpenFortune Cracked OOH Advertising for InTouch Credit Union","locator":"div.relative.w-full.rounded-[32px].md:rounded-[48px].bg-white.text-black.z-[2]","source_url":"https://www.openfortune.com/use-cases/how-openfortune-cracked-ooh-advertising-for-intouch-credit-union","representation":"visible"},"jobTitle":"SVP Marketing & Ecommerce","observedAt":"2026-10-28T09:32:20.100856433Z","relationship":"publisher"}],"jobTitle":"SVP Marketing & Ecommerce","witnessIds":["urn:lumitra:person:openfortune.com:1965f4be98156c63"],"description":"About\n\nBuilding Trust Through Smarter Banking\n\nSince 1974, InTouch Credit Union has been putting people first with smarter banking solutions. From savings accounts to loans, they combine modern technology with a personal touch to help members reach their financial goals—all while staying true to the community-focused values that make credit unions special.\n\nChallenge\n\nThe Search for Measurable, Creative OOH Marketing Solutions\n\nIn the crowded financial services industry, standing out is no small feat. InTouch Credit Union needed a way to connect with potential customers authentically, creatively, and effectively.\n\nTheir past experiments with out-of-home (OOH) advertising—billboards, sign spinners, and even kiosk sanitizing stations—had left them unconvinced. These methods were often difficult to measure and lacked the clarity needed to gauge true impact.\n\nInTouch SVP Marketing & Ecommerce, Tim McCoy, captured the frustration perfectly:\n\n“Out of home, I think, is great for brand reinforcement, but to actually get a lot of action from it is really difficult. Tracking, to me, is the most difficult part of it.”\n\nThe mission was clear: InTouch needed an innovative approach to break through the noise, deliver measurable results, and inject creativity into an otherwise traditional marketing space.\n\nIt was time for something different.\n\nSolution\n\nTurning Cookies into Conversions\n\nEnter OpenFortune with a bold pitch: fortune cookie advertising. The concept was unconventional but immediately piqued Tim’s interest. What turned curiosity into confidence, however, was OpenFortune’s thorough and thoughtful execution.\n\nFrom the start, the team demonstrated their creative prowess. They didn’t just brainstorm a few cookie-friendly taglines—they generated over 50 highly customized fortune concepts. Each one was designed to align with InTouch’s brand identity while incorporating humor, relevance, and attention-grabbing messaging.\n\nAs Tim recalled, “I couldn’t believe the initial list of stuff y’all sent me. I want to say there were 50 ideas or could have been more than that, and they were all good.”\n\nAfter narrowing the list to four key branded fortunes, the campaign went into production. OpenFortune distributed 600,000 branded cookies across Plano, Texas, embedding QR codes (and UTMs on the backend!) into the creative to transform this seemingly whimsical medium into a trackable marketing asset.\n\nEvery scan, click, and website visit was logged in real time, giving InTouch the analytics they had long sought but rarely achieved with previous campaigns.\n\nFor Tim, this moment underscored the thoughtfulness and creativity that OpenFortune brought to the table.\n\nResults\n\nExecution That Delivered Search, Smiles, and Results\n\nThe results spoke for themselves. Customers didn’t just read the fortunes—they engaged with them, laughed at them, and, most importantly, sought out more information about InTouch Credit Union. Consumers even brought their fortune slips into InTouch’s physical locations! What began as a clever marketing campaign became a memorable brand experience that lingered far beyond the initial interaction.\n\nPleasantly surprised and delighted by the witty fortunes, thousands of diners shared their fortunes on social media, sparking millions of organic of impressions and amplifying InTouch’s search efforts far beyond the campaign’s original scope.\n\nUnlike their past struggles with traditional OOH advertising, OpenFortune’s campaign delivered clear, measurable data:\n\n39%\n\nstarted a conversation about InTouch\n\n14%\n\nsearched for the brand online\n\n8%\n\nshared their fortune via text messaging apps","fieldSources":{"image":{"url":"https://www.openfortune.com/use-cases/how-openfortune-cracked-ooh-advertising-for-intouch-credit-union","basis":"publisher_declared","format":"Published person (name and role labels)","observedAt":"2026-10-28T09:32:20.100856433Z","relationship":"publisher"},"jobTitle":{"url":"https://www.openfortune.com/use-cases/how-openfortune-cracked-ooh-advertising-for-intouch-credit-union","basis":"publisher_declared","format":"Published person (name and role labels)","observedAt":"2026-10-28T09:32:20.100856433Z","relationship":"publisher"},"description":{"url":"https://www.openfortune.com/use-cases/how-openfortune-cracked-ooh-advertising-for-intouch-credit-union","basis":"publisher_declared","format":"Published person (name and role labels)","observedAt":"2026-10-28T09:32:20.100856433Z","relationship":"publisher"}},"roles":[{"source":{"url":"https://www.openfortune.com/use-cases/how-openfortune-cracked-ooh-advertising-for-intouch-credit-union","format":"Published person (name and role labels)","published":"","relationship":"publisher"},"observed_at":"2026-10-28T09:32:20.100856+00:00","capacity":"senior vice president marketing and ecommerce","title":"SVP Marketing & Ecommerce"}]},"basis":"publisher_declared","fact_type":"people.person","schema_version":1,"first_observed_at":"2026-10-28T09:32:20.100856+00:00","last_confirmed_at":"2026-10-28T09:32:20.100856+00:00"},{"label":"Tom Hutchison","value":{"@id":"urn:lumitra:person:11b7588e-da68-4658-93cb-71e875f4869b","name":"Tom Hutchison","@type":"Person","image":"https://open-fortune.transforms.svdcdn.com/production/1699939319833.png","issues":{"jobTitle":{"reason":"the sources state different capacities for the same organisation and interval; jobTitle projects the one more independent sources, a newer authority or a stronger source states, and the others are kept as titles","status":"selected","alternatives":[{"value":"VP of Marketing, Jockey","source":"https://www.openfortune.com/blog/fortune-cookie-outperforms-traditional-advertising"}],"selected_source":"https://www.openfortune.com/blog/surprise-and-delight-unlocking-emotional-connections-in-fortune-cookie-advertising"}},"titles":[{"url":"https://www.openfortune.com/blog/surprise-and-delight-unlocking-emotional-connections-in-fortune-cookie-advertising","title":"VP of Marketing at Jockey","relationship":"publisher"},{"url":"https://www.openfortune.com/blog/fortune-cookie-outperforms-traditional-advertising","title":"VP of Marketing, Jockey","relationship":"publisher"}],"sources":[{"url":"https://www.openfortune.com/use-cases/jockeys-sweet-path-to-awareness-and-conversion-with-openfortune","format":"Published person (name and role labels)","evidence":{"text":"“With OpenFortune, you've got a channel you can plan on and execute with confidence. As long as you nail the creative, you're guaranteed to surprise and delight consumers. It's a surefire way to make an impact.”\nTom Hutchison\nVP of Marketing at Jockey","heading":"Jockey’s Sweet Path to Awareness and Conversion with OpenFortune","locator":"div.relative.md:mt-[48px].px-[24px].py-[32px].md:p-[40px].bg-offwhite.rounded-[16px]","source_url":"https://www.openfortune.com/use-cases/jockeys-sweet-path-to-awareness-and-conversion-with-openfortune","representation":"visible"},"jobTitle":"VP of Marketing at Jockey","observedAt":"2026-10-28T09:32:21.785793458Z","relationship":"publisher"},{"url":"https://www.openfortune.com/use-cases/jockeys-sweet-path-to-awareness-and-conversion-with-openfortune","format":"Published person (name and role labels)","evidence":{"text":"iest) moments, giving their brand awareness a serious boost.\nAnd this is just the beginning. Impressed by the results, Jockey is doubling down on their partnership with OpenFortune, aiming for a 50-50 split between brand-building and sales-driving campaigns. The plan now includes using fortune cookie advertising to drive foot traffic into their retail partners like Target, Walmart, Macy’s, and Kohl’s.\nThis expansion allows Jockey to keep building brand equity while also driving sales—proving that sometimes, the best business advice really does come from a fortune cookie.\n“We're seeing real action here. We're getting strong traffic - significantly better than the benchmarks we’re given. And once people are in, the conversion rates are through the roof.”\nTom Hutchison\nVP of Marketing, Jockey","heading":"Jockey’s Sweet Path to Awareness and Conversion with OpenFortune","locator":"div.flex.flex-col.gap-y-[32px]","source_url":"https://www.openfortune.com/use-cases/jockeys-sweet-path-to-awareness-and-conversion-with-openfortune","representation":"visible"},"jobTitle":"VP of Marketing, Jockey","observedAt":"2026-10-28T09:32:21.785793458Z","relationship":"publisher"},{"url":"https://www.openfortune.com/blog/fortune-cookie-outperforms-traditional-advertising","format":"Published person (name and role labels)","evidence":{"text":"r something that comes with dessert.\n“\n“With TV and radio ads, people are being entertained by something they're actively watching or listening to, and you're interrupting it. It's hard to delight people and surprise people anymore. With OpenFortune, there’s no interruption. Consumers are going into the cookie, and it's a surprise and delight, so they’re specifically engaging with your ad.”\nTom Hutchison\nVP of Marketing, Jockey\nStrategic Placement: Be Where It Matters\nThe best part? You get to place your message exactly where your audience will be. This isn’t like hoping someone catches a glimpse of your billboard on their commute or spots your ad during a podcast. With fortune cookies, you know exactly where your message is landing and who’s receiving it.\nWant to reach college students? D","heading":"Ad Blindness: The Invisible Elephant in the Room","locator":"article.blog-article-content.relative.w-full.rounded-[32px].md:rounded-[48px].bg-white.text-black.z-[2]","section":"26 Sep 2024","source_url":"https://www.openfortune.com/blog/fortune-cookie-outperforms-traditional-advertising","representation":"visible"},"jobTitle":"VP of Marketing, Jockey","observedAt":"2026-10-28T09:32:18.391241741Z","relationship":"publisher"},{"url":"https://www.openfortune.com/blog/surprise-and-delight-unlocking-emotional-connections-in-fortune-cookie-advertising","format":"Published person (name and role labels)","evidence":{"text":"“\n“With TV and radio ads, people are being entertained by something they're actively watching or listening to, and you're interrupting it. It's hard to delight people and surprise people anymore. With OpenFortune, there’s no interruption. Consumers are going into the cookie, and it's a surprise and delight, and so they’re specifically engaging with your ad.\"\nTom Hutchison\nVP of Marketing at Jockey","heading":"Proof in Numbers","locator":"div.relative.my-[40px].p-[20px].bg-offwhite.rounded-[16px]","section":"Surprise and Delight: The Emotional Impact of Fortune Cookie Advertising","source_url":"https://www.openfortune.com/blog/surprise-and-delight-unlocking-emotional-connections-in-fortune-cookie-advertising","representation":"visible"},"jobTitle":"VP of Marketing at Jockey","observedAt":"2026-10-28T09:32:21.785883326Z","relationship":"publisher"}],"jobTitle":"VP of Marketing at Jockey","witnessIds":["urn:lumitra:person:openfortune.com:f29074166ae2bbfa","urn:lumitra:person:openfortune.com:91cfc5e26f9a900d","urn:lumitra:person:openfortune.com:840eabeb8025ca98"],"description":"About\n\nInnovators of Comfort and Style\n\nJockey has been covering our behinds (literally) since 1876. As the leader of comfort and support, the company has been responsible for some groundbreaking developments in the world of undies. In 1934, they invented men’s briefs (you’re welcome, gentlemen), and went on to design temperature-regulating underwear and the first bra to fit women by volume.\n\nChallenge\n\nStanding Out in a Sea of Skippable Ads\n\nWith ads bombarding people daily, Jockey faced a real head-scratcher: how to catch the eye of consumers who were about as thrilled to see another ad as they were to do their taxes.\n\nWhat Jockey needed was a real opportunity to stand out, a chance to surprise and delight people when they least expected it. But creating viral moments on social media today is rare and unpredictable.\n\nAs Jockey’s VP of Marketing Tom Hutchison put it, “For every Pearl Jam, there’s 10,000 garage bands that never make it.” So how could Jockey cut through the noise without relying on the advertising equivalent of winning the lottery?\n\nSolution\n\nA Fortune-ate Advertising Pivot\n\nWhen OpenFortune pitched the idea of fortune cookie advertising, Tom was initially skeptical. It seemed gimmicky. But as OpenFortune laid out the sheer density of Chinese restaurants across the U.S., the warm fuzzies people get from cracking open a fortune cookie, and the impressive open, keep, and share rates, Tom’s skepticism started to crumble.\n\nThe campaign rollout was smooth. First, they nailed down the objective: boost brand awareness. Then came the fun part—crafting witty and engaging messages while keeping things on brand. The front of the slip featured fortunes focused on comfort and relaxation, with messages like “The comfort you seek is closer than you think.” The back of the slip showcased the Jockey logo and product shots, keeping it contextual and clever.\n\nThe first campaign focused purely on brand equity—a playful nod and a wink from Jockey. These didn’t push for sales or promotions but simply aimed to delight customers with a touch of humor.\n\nChicago was chosen as the primary market, targeting every fortune-seeker within a two-hour radius.","fieldSources":{"image":{"url":"https://www.openfortune.com/use-cases/jockeys-sweet-path-to-awareness-and-conversion-with-openfortune","basis":"publisher_declared","format":"Published person (name and role labels)","observedAt":"2026-10-28T09:32:21.785793458Z","relationship":"publisher"},"jobTitle":{"url":"https://www.openfortune.com/blog/surprise-and-delight-unlocking-emotional-connections-in-fortune-cookie-advertising","basis":"publisher_declared","format":"Published person (name and role labels)","observedAt":"2026-10-28T09:32:21.785883326Z","relationship":"publisher"},"description":{"url":"https://www.openfortune.com/use-cases/jockeys-sweet-path-to-awareness-and-conversion-with-openfortune","basis":"publisher_declared","format":"Published person (name and role 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