case study diageo idrinks
DESCRIPTION
This is a brief analysis on the mobile campaign iDrinks developed by Mobile Dreams Factory for Diageo.TRANSCRIPT
How is the value chain?
Group A MDMK2010 February’10
There is no Media stage since there is no media planning or purchase
There is a special POS stage since there is one more step to make in this campaign
How do we evaluate this campaign?
Group A MDMK2010 February’10
A complete success
-Innovation communicates an attractive image-It offers points to be accumulated by the consumer-It sends personalized offers to costumers-It increases bars’ satisfaction
-It offers discounts-It predisposes to not only a change of brand but a change of drink (Spain is loosing market share in spirituous drinks)
-It collects information in the bar through hostesses-It requires data on the website-It gets behavioural data through redemption actions-It controls the operations process
How does it get it?
Group A MDMK2010 February’10
Through these mobile capabilities
Affinity: Database segmentation
Personalization: Not corporate messages
Penetration: 84%
Interaction: The mobile is the tool
Engagement: The most personal screen
Action: Not only communication
Participation: Scanners
Measure: ROI
Connection: Permanently wired
How is the couponing process?
Group A MDMK2010 February’10
-This is a REAL TIME REDEMPTION campaign because only when the user scans his mobile coupon, the machine in the POS connects to a central database to validate the mobile coupon.-Once it’s validated, the machine prints a ticket called a “clearing coupon”: a physical proof for the merchant, particularly for multiple points of redemptions as in this case
-This is a PUSH campaign because although the costumer has to register first on iDrinks.es, it is Diageo who sends a MMS with a mobile coupon with no need from the user to do nothing.-The mobile coupon is pushed to a resident application and only if the user puts his mobile coupon under the scanner, the physical coupon will be printed.
-This is an AUTOMATIC CLEARING campaign because there is no need of the action of the merchant to deliver the printed coupons.
What do you think about the campaign’s Opt-in?
Group A MDMK2010 February’10
There is no need to clearly communicate to the subscriber any financial obligation they are going to incur by entering the program since this campaign derives no cost to the user because
- The registration is free on the website- There is no need to send any message from the user pov
This is a standard rate program opt-in in which subscribers have to indicate their willingness to participate in the program and receive messages from the program as follows: 1. Subscriber initiates opt-in to Standard Rate Program
through a call to action (CTA) from a web interface2. Program responds with pertinent phone, program, and
contact information
SO WE CAN CONCLUDE THAT THE OPT-IN IS REALLY EASY TO UNDERSTAND AND ALSO TO CONTROL, PROVOCKING NO FEAR IN THE
CONSUMER AND MOTIVATING THE PARTICIPATION