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GOLD LOYALTY<br />
James Ready spells out fan following<br />
Over <strong>the</strong> years, James Ready has surprised<br />
drinkers with up to 600 items and<br />
messages (such as board game pieces or<br />
fun ways to save money) underneath its<br />
beer bottle caps. Not only did <strong>the</strong> caps<br />
generate big buzz, but <strong>the</strong>y also provided<br />
James Ready advocates with genuine<br />
collector pieces.<br />
Working with Leo Burnett, <strong>the</strong> brand<br />
launched a campaign in June 2011 with an<br />
in-case newsletter, messages behind bottle<br />
labels and a Facebook post that introduced<br />
<strong>the</strong> James Ready Spelling Bee Lottery.<br />
Each new cap featured a letter, number<br />
or form of punctuation. Drinkers were<br />
encouraged to save <strong>the</strong> game pieces and<br />
<strong>the</strong>n visit <strong>the</strong> James Ready Facebook page<br />
at a specific date and time.<br />
On July 26, James Ready posted a video<br />
featuring a word and prize. The first person<br />
to post a picture of <strong>the</strong> word spelled out<br />
with <strong>the</strong>ir collected beer caps won. The<br />
promotion ran until mid-December, with a<br />
total of 44 video posts.<br />
Fan following grew by 24% despite having<br />
no paid media support, <strong>the</strong> page generated<br />
a Facebook engagement score of 19% in <strong>the</strong><br />
first month, and people returned an average<br />
of 21 times to engage with <strong>the</strong> content.<br />
Credits: Client James Ready; Agency Leo Burnett; CEO/CCO Judy John; CD Lisa Greenberg; AD Anthony Chelvanathan; CW Steve Persico; Group account director<br />
Natasha Dagenais; Account executive Rebecca Simon<br />
BRONZE LOYALTY<br />
Air Miles gamifies loyalty<br />
The Air Miles Reward Program redesigned<br />
its iPhone and Android mobile app to<br />
include a “Check-in Challenge” feature that<br />
ranked members according to how often<br />
<strong>the</strong>y checked-in at partner locations, with<br />
<strong>the</strong> top collectors awarded bonus Air Miles<br />
points. The app provides collectors with<br />
a convenient way to earn reward miles,<br />
as well as browse its more than 1,200 Air<br />
Miles partners.<br />
More than 94% of existing iPhone app<br />
users upgraded to <strong>the</strong> new one within<br />
<strong>the</strong> first month of its launch, and <strong>the</strong><br />
integration of <strong>the</strong> “Check-in Challenge”<br />
feature increased engagement by over<br />
1,500% in <strong>the</strong> first few weeks.<br />
A campaign announcing <strong>the</strong> new app<br />
for launched in February 2012 and was<br />
picked up by more than 50 media outlets,<br />
generating up to 60 million impressions. It<br />
was also named <strong>the</strong> number one Lifestyle<br />
app and one of <strong>the</strong> Top 25 Free Apps in <strong>the</strong><br />
iPhone and Android app stores.<br />
Credits: Client LoyaltyOne; Agency Plastic Mobile; Associate director and strategy leader Erin Waldie; CEO Sep Seyedi; President Melody Adhami; CD Jason Hyde<br />
March 2013<br />
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