Promotions, Incentives & Loyalty
Sandy Rogers, managing director and practice leader, customer loyalty practice, FranklinCovey, discussed how marketers can obtain more reliable customer service measures.
William M. Heberer, partner at Morrit Hock Hamroff & Horowitz LLP, and Gabriel H. Karp, executive vice president and general counsel at ePrize, discussed developments in intellectual property and promotion laws.
Matt Egol, partner at Booz & Company, and Aliza Freud, CEO of SheSpeaks, discussed recent research on shopper behavior and shared a case study from Heinz demonstrating how a brand engaged consumers to turn insights into advocacy via digital shopper marketing.
Bonnie Carlson, president, Promotion Marketing Association (PMA), discussed the PMA's efforts to better promote and understand integrated marketing.
Kent Wilson, SVP, Marketing, Red Lobster, discussed Red Lobster's new lunch program, which is focused on keeping customers during the recession.
Julie Bustos, Senior Partner for Interactive Systems, The Lacek Group (The Loyalty Marketing Practice of OgilvyOne Worldwide), shared the four primary principles of loyalty marketing in the digital age.
Zappos.com delivers happiness by surprising consumers with the unexpected lengths they will go to put a smile on their face. The Zappos.com Happy Hunt delivered happiness to an entire community — Portland, Oregon, rated by some as the unhappiest city in America.
Ace Hardware designed a series of mobile coupon offers to increase foot traffic and appeal to a younger demographic.
The team at binggo created an app to aggregate deals from popular discount service providers like Groupon, LivingSocial, Yelp, and many others.
Valvoline worked with AT&T AdWorks to alert customers about a discount being offered at their local Valvoline locations through AT&T Alerts, a location-based mobile program.
Back-to-school shopping takes a lot of energy, so Auntie Anne’s partnered with Coca-Cola to help hungry shoppers in malls across America.
Challenge: get people to see McDonald's differently in a non-growth category. To do this, we used a secret weapon...something that hadn't been advertised before, and something that was superior across every consumer measure. McDonald's Fries are the "Best Fries on the Planet."
Old Navy developed a mixed media campaign to give away 25,000 t-shirts.
In 2010, Arm & Hammer Spinbrush launched My Way! Girls — a customizable toothbrush designed for girls 6-12. The team needed a bold strategy to differentiate as well as launch a product completely new to the category.
Burger King and Vodafone used mobile, supported by traditional media, to launch a Monopoly Madness contest in Turkey that increased customers for both brands.
Burn Energy Drink launched an online contest in order to increase Facebook fans and product consumption with a young and socially connected target audience in Brazil.
Due to a signed bill in 2010, the California Lottery was able to sweeten Scratchers® payouts for players. With more money on the table, higher expectations were placed on sales of pricier $5 Scratchers®. Enter California Lottery Black, a campaign that is mysterious, sophisticated and edgy — a bold departure from the colorful advertising (and tickets) that typically dominates the category.
Cornetto, a Unilever ice cream brand, launched a unique mobile campaign in Turkey that utilized SMS messaging, location-based targeting, and social media to drive sales.
PepsiCo’s first use of a mobile-only campaign in Brazil provided efficient, direct communication to engage with, understand, and reward a key target market: small retailers and street vendors of its Torcida Snacks brand.
Chipotle is known for its burritos, but few know that Chipotle has radically changed fast food. The brand asked its agency to tell Chipotle's story. The result was a content driven marketing platform, "Cultivate a Better World," designed to emotionally engage customers in Chipotle's journey to create a sustainable future.