Offline & Online integration through the use of a viral internet game and eCouponing (online coupons)

After having built Panos' website and franchisers extranet, it was time to make the official launch of the website. Along with Thomas Dusart, Franchise & Marketing Director of Deli S.A. (owner of Panos brand) we conceptualized and implemented the following campaign.

Campaign Objetives:

Based on these objectives, we built a viral online game in Flash simple but effective and an eCouponing module that would be afterwards integrated in our Platform OniSystem.

The game was produced acheving the following goals: accessibility, friendliness to increase the branding, viral to increase the number of players in a cost effective manner, reusable for future campaigns.  Also, thanks to the eCouponing module the purpose was to drive traffic towards the POS (points of sale) and create cross selling.

The only promotion that was done was some advertising in the POS.

The campaign was expected to last 1 month (november 2005) but was stopped after 18 days due to it success.  Thanks to the collaboration of our Web Analytics Business Unit, we were able to measure all steps of the campaign

Some statistics of the campaign:

• # of visits to the website : 58.627
• # of page views: 1.057.769 (18 pages per visit) 
• # of page views the busiest day: 155.071
• # of games played: 109.024
• # of games/sent eCoupons: 2,6
• # referal visits: 16.024
• # eCoupons sent: 41.701
• # eCoupons printed: 35.319
• # eCoupons exchanged in POS: 20.659 (58,9%)
• # eCoupons fraud atempts: 189 (less than 2 per POS)
• Near 60% of eCoupons exchange rate

Needless to say that the campaign was a real success and we were thus invited to make a presentation at the DataBase Conference Day organized by the Stichting Marketing (read René's blog post about this presentation).

This case was awarded in 2006 by the IAB the Best Efficiency Award and was also the winner of the audience award (read more).

In conclusion the campaign ended with a 200% of its objective in almost half the time, Panos posses now a segmentated data base of qualified customers that has allowed them to make emailing campaign with conversion rate of more than 5% and the effect would have been greater should the campaign have last longuer.  Also it's interesting to mention that the newsletter subscription rate increased by 300% after this campaign.