Part 2: Bridging The Gap With Online Promotions

Online Promotions
Strategies For Success

The rise of the online has meant that Internet and mobile promotions are becoming the fastest and most effective way to reach consumers. Online promotions offer speed, immediacy, instant feedback, and greater control. They are less expensive then their offline alternatives and enable greater precision when targeting.

Grolsch and Coors Light have each taken advantage of modern technologies to implement inventive promotions, quickly, and closely engage today’s consumer, who is already on-line.

Big Bold Grolsch

Grolsch, the Dutch beer brand known internationally for its swing-top bottles, is one of the most recognisable icons in the worldwide beer industry. In 2012 the brewer, Molson Coors, ran a national sampling campaign utilising online and on air advertising channels along with i-movo and their network of over 25,000 PayPoint retailers.

The character ‘Journt’ – The Netherlands’ most notorious police officer – was introduced to consumers through an interactive video and mobile experience, which encouraged consumers to text Journt their name. If Journt ‘recognised’ the name, he would reply with an i-movo secure digital voucher for a 4-pack of Grolsch; a high value product that surprised and delighted it’s recipients.

This campaign was also noteworthy because the ‘Return-on-Investment’ was known in advance. Molson Coors and i-movo guaranteed the success of the campaign by committing to run the activity until the brand’s acquisition target was met.

This removed all commercial risk from the campaign and set a precedent for fail-safe results.

Coors Light: A Damme Fine Campaign

In 2013, Molson-Coors launched a campaign that pushed the boundaries of online and mobile marketing.

Molson-Coors ran a TV advertisement, aimed at 18-24 year-old men, that featured brand ambassador Jean-Claude Van Damme in a satirical portrayal of himself.

Reaching out to consumers, literally, he gave consumers a ‘cold call’ to personally involve them in the promotion…

The TV ad directed its audience online to the Coors Light website or Facebook page, where participants could enter the details of a friend for them to receive a ‘cold call’ from Van Damme. At the end of the call Van Damme would say: ‘have a beer on me’, and a digital voucher, valid for four free bottles or cans of Coors Light, was immediately sent to their mobile phone.

Each voucher also contained a store finder, which directed consumers to the nearest of 6,000 stores, which stocked the product and where they could collect their beer. Retailers simply scanned the voucher using their PayPoint or Payzone terminal, and, like every i-movo campaign, were automatically reimbursed within seven working days.

This inspired promotion set a new benchmark for web-to-store campaigns with a remarkable redemption rate of 52.69%.

Each element – faultless technical execution, striking graphic design, and the imaginative use of an entertaining brand ambassador – came together to make this a groundbreaking campaign that actively engaged consumers in the promotion and with the Coors Light brand.

By first intriguing its target market, and then placing a Coors Light beer in their many thousands of hands, it certainly was a Damme fine campaign.

i-movo have helped numerous brands and retailers to ‘close the loop’ in the customer journey in a number of exciting ways, using secure digital vouchers.

Find out more about our client stories or contact us.

More stories coming soon…

• The Impact of On-Pack Promotions