whrrl case study
DESCRIPTION
An overview of the Holiday Society on Whrrl.TRANSCRIPT
CASE STUDYHOLIDAY DEALS SOCIETY
www.thelbma.com
May 2011 | Slide 1 of 6
WHRRL BACKGROUND
May 2011 | Slide 2 of 6
Employs a scratch ticket model that gives people chances to win prizes when they check in to businessesAllows users to build contests at either single locations called “societies”
Segmentation model by bucketing communities of people
Whrrl puts groups of people of like mind into groups based on their behavior in some cases and based on them opting in in other cases
A WHRRL EXAMPLE
May 2011 | Slide 3 of 6
Yo Quiero MexicanSociety created for users to check in to multiple Mexican restaurantsMembers of this society can share their experiences and gather information on the best restaurants in their areas
CASE DETAILS: THE HOLIDAY DEAL SOCIETY
May 2011 | Slide 4 of 6
This Society was built for the 2010 and early 2011 holiday season
WHRRL PARTNERS
PHILLIPSHAMILTON
BEACHSEAGATEELMER’S
MURPHY USA
CHECK IN @
TARGET
BEST BUY
WALMART
PRIZES INCLUDEDNorelco razors,
Sonicare Electric Toothbrushes,
Philips Flexible Fit Earhook
headphones, Elmer’s Glue
Memory Making gift bags,
Hamilton Beach Slow cookers,
Seagate GoFlex USB drives and
Murphy USA coupons.
May 2011 | Slide 5 of 6
CASE DETAILS: THE HOLIDAY DEAL SOCIETY
Society has over 1500 members after 2 ½ weeksSOCIAL ACTIVITY
There is a total of over 19 000 Social Actions taken in the Society
This includes recommendations that were created, saved, completed, re-recommended and shared on Facebook/ Twitter as well as the total amount of times the game was played to win prizes from Hamilton Beach, Murphy USA, Philips, Elmer’s and Seagate
May 2011 | Slide 6 of 6
CAMPAIGN RESULTSENGAGEMENT
44% of shoppers have acted on at least one recommendation in the Society
ACTIVATION44% of shoppers have checked in at one of the holiday shopping destinations
INFLUENCEOn average, each Society member either completed or re-recommended 3.3 recommendations
REACH75, 000 people have viewed recommendations from the Society that has been shared out to Facebook and Twitter