The Power to Attract.

Transcription

1 digital toolkit 2019 PROMOTIONS + LOYALTY The Power to Attract. Brandmovers Brandmovers

2 Is there anything more powerful than human connection? When your business has the ability to bring people together, you move beyond a brand... to create a bond. This is the magic of brand-moving and your customers feel it with every promotion, contest, and reward. Connection makes us human. Brandmovers creates the attraction to move people closer to your brand. 2

3 Brandmovers Digital Toolkit Do you want to build your database, generate more leads, or reward customer loyalty? Digital Toolkit includes: page LOYALTY 4-9 PURCHASE VALIDATION INSTANT WIN COLLECT & WIN Use Brandmovers Digital Toolkit to find the engagement solution that moves people closer to your brand through meaningful connection. PHOTO CONTEST VIDEO CONTEST GALLERY SWEEPSTAKES ENHANCED PROGRAM 38 CREATIVE DEVELOPMENT PRIZE REWARDING/ 38 FULFILLMENT 3 3

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5 THE LEADER IN DIGITAL loyalty When creating and launching a loyalty program, Brandmovers leverages a series of time-proven steps to determine the appropriate program design, member experience and ongoing management structure to make each program a success. Brandmovers is who the worlds leading companies rely on to ideate, execute and fulfill digital loyalty programs for their brands. Whether it s consumer or trade B2B loyalty, our goal is to continually innovate new ways to acquire and engage customers through points and rewards programs. 5

6 Brandmovers Loyalty+ > Increase the spending of existing customers > Shift spending to higher margin products > Acquire new customers +Points Based Loyalty Full points based-loyalty programs reward consumers for purchase and, often, engagement behaviors, complete with a customizable rewards catalog. These programs are long-term and require ongoing, monthly maintenance, updates and management to maintain the success of the program. Twelve month program. from $154,000 +Short-Term Loyalty Point-of-sale loyalty is generally a short-term way for brands to administer a loyalty program by encouraging consumers to make multiple purchases or take multiple actions in order to earn a reward. This tactic is often used as an introduction or test to long-term loyalty, but is also used to achieve short-term objective results. Three month program. from $21,000 +Engagement Loyalty Engagement Loyalty provides a means for consumers to earn rewards by engaging, interacting and participating with brand-specific content. These are often in the form of videos, polls, surveys, referrals that award points and/or rewards to the consumer participants. Three month program. from $23,000 6

7 Hasbro Nerf Perks Loyalty Consumer Loyalty with Receipt Validation HOW IT WORKS After purchasing a qualifying Nerf product, program members visit nerfperks.com and upload their receipt. The receipt image is routed through the Brandmovers receipt processing platform, and points are awarded based on the purchases. When enough points have been earned, participants can redeem their points for a wide range of Nerf and Hasbro items within the custom rewards catalog. THE RESULT In the first year, members earned nearly 15 million points and redeemed over 2 million points for digital downloads and Nerf products. Members (top 3%) have uploaded a new product code every 15 days and membership growth ranges from 3-10% each month. 7

8 Marriott Experiences Marketplace Consumer Auctions Marketplace HOW IT WORKS Via single sign-on, high tier members of the Marriott rewards program can log in to the Experience Marketplace. Experiences are offered as auctions, sweepstakes, or buy it now models, with new inventory becoming available each day. THE RESULT The client is able to manage these offers, as well as the content of the site, via a custom CMS that allows for the creation, management and fulfillment of rewards in a simple web-based interface. Redemption is handled via a direct integration with the Marriott system, providing a seamless guest experience. 8

9 Indian Motorcycle Riders Group Brand Affinity Loyalty Program HOW IT WORKS Indian Motorcycle Riders Group wanted to leverage a new and progressive platform to drive up memberships and provide a member experience to rival their competitors. Brandmovers built a custom digital affinity club experience greatly enhancing the program benefits for members and connecting program members to local chapters, dealers, officers, and the global IMRG community. The new CRM gave IMRG access to real-time member data and chapter activity, helping them ensure current members stayed engaged and also helping identify new opportunities for encouraging potential members to sign up. THE RESULT A live campaign, IMRG has consistently grown their membership renewal rate since launch, and the percentage of owners transitioning from one-time purchasers to returning customers continues to rise. The client is particularly pleased with the increase in recruitment of older demographics, the result of ongoing initiatives to build member interest. 9

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11 PURCHASE VALIDATION A flexible, mini-loyalty program for incentivizing consumers to purchase specific products in order to win prizes. Easily customizable for every type of retailer. 11

12 Brandmovers Validates+ > Drive product placement > Increase sales > Reward customers for product loyalty Receipt Upload & Verification Receipt validation via photo upload and verification. Used to incentivize and encourage consumer product purchase in order to be eligible for entry. Typically an add-on to a sweepstakes, game or loyalty/rewards program (price as quantity of uploads/verification). from $3,000 includes: simple creative/copy services templated instant win game customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard time to market: 2-3 weeks $ range: $3K+ 12

13 Hormel Pep It Up With Pepperoni Sweepstakes Sweepstakes with Receipt-Upload HOW IT WORKS A mobile-optimized microsite where buyers could register an account and begin uploading images of their receipts for qualifying Hormel purchases. Each approved receipt gained an entry, and entrants were encouraged to share on social media for additional entries into the sweepstakes. THE RESULT The promotion had over 45,000 entries total. Over 80% of submitted receipts were approved, demonstrating a high validation rate and increase in product sales during the promotion. In addition, 30% of users opted-in to receive future communications from Hormel. 13

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15 Instant Win Achieve high consumer participation rates by utilizing a program which provides immediate consumer rewards and numerous opportunities to enter and win. 15

16 Brandmovers Wins+ > Move large inventories of product > Rewards customers instantly > Low barrier to consumer entry +RAPID DEPLOY WIN GAME A quick-turn, template solution. Requires brand-provided creative assets per template parameters. from $14,000 +SMS (STAND ALONE) Allows consumers to win prizes instantly via text messages. Includes fixed message flow; shared shortcode; licensing fee. from $10,000 +MICROSITE & MOBILE from $17,000 +MICROSITE, MOBILE & SMS from $19,000 +FACEBOOK & MOBILE from $21,000 +FACEBOOK, MOBILE & SMS from $23,000 includes: simple creative/copy services templated instant win game customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard time to market: 2-3 weeks + creative $ range: $14K+ 16

17 Nestlé Toll House Cookie of the Year Code-Based Purchase Instant Win HOW IT WORKS Nestlé Toll House partnered with Brandmovers to build an instant win promotion where every cookie fan could have a chance to win free cookies for a year. Participants purchased Cookie of the Year dough packages containing unique program codes and were directed to redeem the codes on the program microsite -- finding out within seconds after submitting if they were an instant winner. THE RESULT More than 1 million product codes were redeemed and the microsite received 80,000 site visits. Over $14k of Nestlé Toll House products were awarded to 65 lucky winners. 17

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19 COLLECT & WIN Invites consumers to indulge in their fun-loving and competitive sides by collecting unique games pieces to complete a set and trigger the awarding of a prize. 19

20 Brandmovers Collects+ > Connect with younger audiences > Easily add gamification element > Build consumer awareness for new products +MICROSITE & MOBILE Program is optimized for microsite and mobile experiences. from $29,000 +FACEBOOK & MOBILE Program is optimized for Facebook, including creative design and build optimized to fit within Facebook s specified iframe. Program is also optimized for mobile. from $31,000 includes: simple creative/copy services customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard customized leader board time to market: 4-5 weeks $ range: $29K+ 20

21 Progressive Super-Duper Bingo Game Promotion with Football Championship Tie-In HOW IT WORKS Progressive and Brandmovers put a spin on the Big Game viewer experience by designing the Progressive Super Duper Bingo game. Prior to the Professional Football game consumers registered online to receive a unique game card sent to their mobile phone. During the game participants clicked the icons on their individual Bingo Cards for each commercial trope they saw - such as a talking animal. Participants received an entry to the sweepstakes for each icon click, and a Bingo was worth 25 entries. THE RESULT With over 200,000 entries and an 87% participation rate amongst site visitors, Progressive successfully captured traffic from the Big Game without using an expensive TV commercial. 21

22 This product includes both Sweepstakes and Instant Win, simple creative/copy services, templated instant win game style, modified with branded assets, tell-a-friend, legal and winner administration, age gate, 24/7 access to program analytics, full program QA regression, on-stage program review, security scan compliance, FAQ support, SSL encryption, and hosting for up to 3 months. 22

23 PHOTO CONTEST A visually-rich engagement opportunity for brands where their consumers upload a photo as an entry to win a prize. Entries are judged on predetermined criteria specific to the contest theme. 23

24 Brandmovers Photos+ > Generate customer leads > Drive traffic to client site > Encourage customers to buy or try new products +MICROSITE & MOBILE Program is optimized for microsite and mobile experiences. from $44,000 +FACEBOOK & MOBILE Program is optimized for Facebook, including creative design and build optimized to fit within Facebook s specified iframe. Program is also optimized for mobile. from $46,000 includes: simple creative/copy services customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard customized leader board time to market: 5-6 weeks $ range: $44K+ 24

25 Goldfish Tales Social UGC Contest with Monthly Sweepstakes HOW IT WORKS Brandmovers designed a year-long monthly photo contest where Goldfish fans were challenged to imagine, build, and share their own Goldfish Tales. For each monthly theme, fans created their original Goldfish scene, starring their favorite Goldfish crackers, and published a photo of their scene to Twitter or Instagram with the hashtag #GoldfishTalesPromotion. THE RESULT The promotion received over 720K page views and 420K users, with almost 80% of the traffic being from new users. There were 12,045 entries total. 25

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27 VIDEO CONTEST A compelling, brand-centered engagement solution that lets consumers upload their custom-made videos as an entry to win. Entries are judged on predetermined criteria specific to the contest theme. 27

28 Brandmovers Videos+ > Perfect for social media channels > Gain higher-quality user generated content > Celebrate brand affinity +MICROSITE & MOBILE Program is optimized for microsite and mobile experiences. from $44,000 +FACEBOOK & MOBILE Program is optimized for Facebook, including creative design and build optimized to fit within Facebook s specified iframe. Program is also optimized for mobile. from $46,000 includes: simple creative/copy services customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard option for public videos or private video hosting upon request time to market: 5-6 weeks $ range: $44K+ 28

29 World Nutella Day Social UGC and Advocacy HOW IT WORKS To mark World Nutella Day s 10th year, Nutella and Brandmovers launched a video contest to find the world s greatest Nutella fan and the new 2016 Nutella Ambassador. Fans chose their Nutella Personality from 5 options and submitted an original 60-second video telling how they would lead the World Nutella Day celebration. The top 5 scoring video finalists received toolkits to run their own social media campaigns for public votes. The highest combined total of public votes and video scores from the Nutella judges determined the grand prize winner. THE RESULT Over 300 video submissions and thousands of fan-casted votes later, Nutella found their 2016 Nutella Ambassador and gave the Nutella fan community a global platform to celebrate World Nutella Day. 29

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31 GALLERY Crowdsourcing content that is natural, fun, and easily shareable, thus expanding the social reach of the promotion. 31

32 Brandmovers Gallery+ > Community building > Brand features content they want > Increase engagement from audience Photo/Video Gallery Allows client approved entries to be viewed and shared by the public. from $9,000 includes: simple creative/copy services customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard time to market: 3-5 days + creative $ range: $9K+ 32

33 Feeling Gerber Good Content Consumption and Distribution Sweepstakes HOW IT WORKS Each day for the 40-day duration of the promotion, Gerber released a new video focusing on key elements of mom/baby wellness - diet, exercise, play, etc. Visitors to the site could view each day s video, and when the video was finished playing, could provide their information for an entry into the sweepstakes. Consumers could come back each day to watch the new video and gain an incremental entry. THE RESULT Over 15k total entrants submitted 62,000 entries during the month-long promotion. One-third of the entrants created new MyGerber accounts during the promotion period, and over 70% of entrants opted-in to receive future communications on Gerber products. 33

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35 Sweepstakes Using games of chance to win prizes is a powerful way to increase engagement. Sweepstakes allow customers to enter for the chance to win a prize by registering for your program.you gain qualified leads who are genuinely interested in your brand. TIP: Use Sweepstakes with a loyalty program to let members burn points with little cost to your brand. 35

36 Brandmovers Sweeps+ > Generate customer leads > Create excitement for a launch > Build interest in a new product or for an event +RAPID DEPLOY SWEEPSTAKES A quick-turn, template sweepstakes solution that provides a more efficient means to get a consumer program to market. Requires brand-provided creative assets per template parameters. from $14,000 +MICROSITE, MOBILE & SMS from $19,000 +FACEBOOK & MOBILE from $21,000 +FACEBOOK, MOBILE & SMS from $23,000 includes: simple creative/copy services customized with branded assets tell-a-friend legal and winner administration age gate 24/7 access to program analytics full program QA regression on-stage program review security scan compliance FAQ support SSL encryption hosting for up to 3 months entry moderation dashboard time to market: 5-6 weeks $ range: $14K+ 36

37 Tyson Game Day Countdown Sweepstakes Game with Receipt Upload & Social Share HOW IT WORKS Wanting to grow consumer awareness of their Any tizer and Crispy Chicken Strip flavors, Tyson and Brandmovers built a sweepstakes to show off the party-snack appeal of these products. Consumers entered to win from 3 football-themed prize tiers - Entertaining, Tailgating, and a Grand Prize trip for two to the 2017 Professional Football Championship Game. Consumers gained entries by visiting the promotion website and selecting a Starting Lineup of Any tizer and Crispy Chicken Strip products. Additional entries were earned through social media shares and receipt uploads of Tyson products. THE RESULT Over 50,000 entries and double the traffic that Tyson.com normally received. A sponsored post on pro-football superstar Julio Jones s Facebook and Twitter accounts resulted in a 300% increase in traffic to the promotion site the following day. 37

38 Red Carpet Services ENHANCED PROGRAM CREATIVE DEVELOPMENT +Mid-level Develop campaign-specific creative look/feel and promotional activation materials (microsite/mobile/social), per brand direction and objectives. Also includes various support POS materials, as necessitated by client. $135/hour +Complex From scratch, long-term creative development of style guide, look/feel and campaign messaging, including POS, web materials and all necessary support materials for brand campaign needs. $185/hour PRIZE REWARDING/FULFILLMENT +Prize Procurement Procure/purchase rewards and/or prizing that will be awarded to program participants. Actuals % management fee +Prize Fulfillment Handling costs for services related to fulfilling (mail, , etc) rewards and/or prizing. $55/hour 38

39 15+ years experience 250+ happy clients promotions launched 39

40 Your Strategic Engagement Partners Brandmovers experts have extensive experience designing, analyzing & operating promotional and loyalty strategies for brands including Mastercard, L Oréal, Marriott Hotels, Southwest Airlines, Hormel, Staples, UPS, Indian Motorcycle, Volvo, Nestlé, Pepsico, Progressive, Shell, Princess Cruises, Samsung, Doritos, Nutella, Gerber, NBC Universal, DreamWorks Animation, Red Bull and more. Let s Get Moving. Brandmovers Brandmovers t: e: info@brandmovers.com Americas Europe Asia