WILMINGTON, DE: Ketchum helped Chase Card Services debut its new ?blink? technology last week, a feature that allows users to simply wave their credit card in front of a reader rather than swiping it.
The rollout, which will involve direct mail and some advertising, is being led by a large national PR push, starting with an exclusive for The Wall Street Journal.
?PR was really the vehicle to drive this, to tell the business story as well as the consumer story,? said David Chamberlin, head of external communications. ?You really can?t tell your story in just 30-seconds.?
The message of convenience is geared not just at consumers looking to save time at checkout, but also businesses looking to move customers in and out more quickly.
Chase is focusing on businesses that put a premium on convenience, such as 7-Eleven, who is an early adopter of the technology. Other targeted businesses include movie theaters, fast food restaurants, and pharmacies.