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October 23, 2013


Jim Mathison

Maybe they stole 600 customers. Or maybe 600 customers just gamed the system to get discounts they would otherwise not have gotten. The people who used the promotion had to pre-register, and it is likely that they knew about the promotion, including the time factor. All they had to do was purposely go into a competing store, wait for the offer and then go to Meat Pack and cash in thier discount. If they were smart, the would pick a competitor that is phsycially cose to a Meat Pack site so that they could maximize thier discount.

You see stolen customers. I see lower margins for no real revenue increase. Potato. Potahto.

Tomi T Ahonen

Hi Jim

Fair point. I would totally agree if this was a copycat done dozens of times in that market, then yes, there would be kids gaming the system. And the numbers would be massively bigger than 600 customers. But in terms of getting your customers to appreciate the value you deliver, this is FAR better than any TV ad or banner ad etc. Potato Potahto haha :-) I have not seen any other campaign so far, that was able to steal customers from inside rival stores..

Tomi Ahonen :-)


Having youngsters running on sneakers from your competitor's shop to yours? On your sneakers?

Maybe you have not yet thought about all ramifications.

Henry Sinn


Any word on nuts and bolts [workings - especially indoors]? In app notifications? iPeople / iDevices only?

Shame they can't [or is there a way now?] geo-detect 'all' customers [on any phone] and send them an SMS [with deal & expiry or similar]

Dan Calladine

I'm calling bullshit on this.

Can GPS even pinpoint you that accurately indoors?

Did it generate any buzz at all before the case study came out?

The video is from 2012. Has the campaign been repeated?

David Doherty

Fun campaign but check out SMS Life Saver in Sweden:

Similar concept but you get volunteer first responders helping with demand for emergency medical assistance:

if the Red Cross took on the project it could be a very effective marketing campaign helping them give back to US citizens who are so generous to their cause with their SMS donations.


Check this Gillette venus social/ mobile/ m-com campaign. #tagtheweather

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