Now That’s Rewarding

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Marriott50Bill Craigle of Mechanicsville, New York and 50 of his family and friends got an all-expenses paid trip to watch the big game in a luxury suite at Levi’s Stadium. The team that won an all expenses paid trip for Super Bowl 50 and earned a reward of a liftetime with Marriott rewards was made possible with Marriott Rewards #50To50 campaign.

Admitcard

On September 7, 2015, Marriott Rewards launched the #50to50 Sweepstakes in partnership with the NFL, giving one lucky member the experience of a lifetime — to attend Super Bowl 50 with 50 friends. On December 15, 2015, Bill Craigle was selected as the winner. The campaign that was launched online was promoted across social networks. Marriott Rewards shared an online YouTube video of Bill Craigle and former NFL linebacker Brian Urlacher surprise 50 people with an all-expenses-paid trip to San Francisco for Super Bowl 50.

The Rewards that required users to tag up to 50 friends was activated on Social Networks for audiences to share their photos with hashtags and earn bonus reward points.

The program was promoted post the winner announcement with social media posts on Facebook introducing members from the winning team.

Takeaway

Marriott Rewards campaign was distinctive as it used the theme of Super Bowl 50 and at the same time engaged audiences with a unique contest design that required contestants to choose 50 friends and make their Super Bowl memorable. The contest was designed to deliver on the Marriott Rewards positioning of Now That’s Rewarding. With images and stories of team members that made it to the winning team the campaign came across as credible and believable.

Credits: Marriott Rewards team that made #50to50 happen.

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Domino’s Launches Piece of The Pie Rewards

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Domino’s has launched a Rewards Program that allows consumers to accumulate points for online orders, toward a Free Pizza. For every order more than USD 10, consumers can get Rewards Points that can be accumulated for a free Medium Topping Pizza.

The TV Commercial for rewards program highlights the ease of earning a free pizza. The commercial communicates the key idea that getting a free pizza is now easy with “Piece Of The Pie Rewards”, at the same time reminding audiences about the occasions they could order pizzas for.

DPR

The Piece of the Pie rewards is geared to transform the consumer behavior by offering reward points on online ordering. Rewards program members will earn 10 points for  online orders of USD 10 or more in a day. When members reach 60 points they can redeem their points for a free medium two-topping pizza. Domino’s offers a number of Online Ordering options.

“We want to reward our customers in a meaningful way and we are delighted to offer a program that is simple to understand and easy to use,” Domino’s USA President Russell Weiner said. “We know that the best reward is free pizza and we’re excited to give our customers yet another reason to love Domino’s.”

Membership perks include exclusive members-only discounts and bonus offers. Piece of the Pie Rewards members may track their past purchases, earned points and redeemed points online via their Pizza Profile, the release stated.

Starbucks Launches Ubiquitous Refer-A-Friend Program

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Starbucks launch of Pumpkin Spice Latte has roped in a number of followers with an all new “Orange Sleeve Society”. The Orange Sleeve Society invites users to get an invite and send one to a friend.
The invitation requires “Send a friend an invitation to get a TEAM PSL cup cozy, then get one for yourself!”
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Member kits include an orange knit coffee cozy with the words “Team PSL” on it. People receive an invitation to the Orange Sleeve club when they invite someone else to join it online.
The program requires users to refer a customer and get an orange sleeve for themselves. Referrals on Social Media are seen to generate traffic and are often referred customers are more loyal users of the brand. The Orange Sleeve membership pack includes an Official member card and a cup sleeve.
Referral Marketing is seen as one of the top tactics for acquiring and retaining customers. What makes the Starbucks Orange Sleeve refer-a-friend program unique the fact that the program is ubiquitous, where the referral program is integrated with the way the customer experiences  the brand. The Refer-a-friend program, allows consumers to share the experience of a Starbucks PSL with a friend, and as high as 50 percent of consumers surveyed  say referrals are a way for their existing customers to share rewards with their friends.
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Five Success Factors For Brand Campaigns

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Achieving campaign metrics that may vary from  impressions to CPA, CPE or video views, can prove to be a challenge for advertisers and brand marketers. Here are five success factors that can help you promote your brand with a better campaign performance, while achieving your brand performance goals. Promotional Brand Loyalty can help you engage newer audiences and target new segments.

Brand Resonance 

For an awareness, engagement or preference building campaign, it is essential that your campaigns resonate with your core target audience. You may choose a creative theme that is satirical, funny, awe-inspiring, action oriented or dramatic, however it is important that your messaging strikes an emotional chord with your target audience beyond relevance and performance, for them to become your brand advocates.
Brand-Pyramid

McDonald’s launch of New Buttermilk Crispy Chicken Sandwich, on Facebook has featured videos of consumers feedback on the launch. The videos capture images and reaction of consumers with the product and an announcement of a free drink promotion.

Further to creating awareness about the launch, McDonald’s has built on Brand Resonance with the audience to create a bond with the target audience reminding them about the new unique taste. The emotions of consumers who have tried the new product act as an endorsement, with creative that is most likely to reverberate with the core target audience.

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