A new Wells Fargo & Co. advertising campaign unveiled yesterday centers on mobile alerts.

The premise of the ad is that consumers can avoid nasty fees — and do good — by mobile banking with Wells. The new ad was posted yesterday on YouTube.

The ad also leverages a Twitter hashtag: #HashtagLunchbag. While the video had yet to be viewed 1,000 times on YouTube at 9:54 am ET, #HashtagLunchbag had been delivered to more than 200,000 Twitter timelines and enjoyed a reach of more than 180,000 Twitter users, according to an analysis by Hashtracking.com.

What I found interesting about this ad is that it hits on four key elements of a digital banking strategy:

• It emphasizes the mobile channel;
• It stresses alerts, a permutation of customer-oriented big data;
• It includes heavy social media element; and
• It still makes the consumer “feel” like they are getting a personal touch.

Wells Fargo is the fourth-largest bank in the nation by total assets.