Category Archives: Campaign Favorites

Amazon targets mobile through email

16th August 2011

This morning, I received a rather interesting email from Amazon inviting me to upgrade my Android phone, through their new wireless service.

How did Amazon know I’ve been using an Android phone for some time and may be looking to make an upgrade in the near future? I’ve downloaded apps previously from the Amazon app store.

As our digital channels become more and more seamless, the opportunities to hyper target users based on interests and preferences is opening up the playing field to deliver rich user experiences.

By taking the time to connect the data between my phone and my Amazon account, Amazon was able to target my preferences by offering information on products I may be interested in actually taking action and purchasing.

In addition, Amazon provides clear call to actions in the email showing their selection of unlocked phones and a bonus $15 credit towards any future app, book or music purchases for my potential new device. The interaction on-site is rather seamless, integrating easily with my existing carrier account, plan and service options.

As retailers look for ways to drive ease of use, personalization and user recommended content when making purchasing decisions, channel integration examples such as this can become the tipping point for a user to make an educated decision. I for one cannot wait to compare, review and shop for my next phone all within the comfort of a network I already love and trust.

Give a Penny, Take a Penny

10th August 2011

Remember that jar at your local coffee shop that always offered a little spare change when you were running low? The concept is simple: give and take. Jonathan Stark has taken the idea of give and take to a whole new level this week with his new endeavor Jonathan’s Card.

Jonathan’s Card takes an image of Jonathan’s personal Starbucks mobile payment card and shares it with the internet. The concept is simple: download the image of his card (find it here), save it to your phone and use it at your local Starbuck’s for a cup of coffee on Jonathan. Simple enough.

Jonathan has taken it a step further and shared the card’s account information, so now any stranger can digitally give a little to the cause. The card also Tweets balance updates, and based on the stream, there are more than a few people giving a little this week.

Take a look and give yourself a little digital karma – or even a cup of coffee today. Way to go Jonathan for letting us all know that no matter how down the economy gets, charity survives. Thanks to @Mattstech for his Tweet this morning and sharing the project.

Chick-fil-A’s Approach to a Multifaceted Campaign

23rd March 2011

Yesterday I had the opportunity to speak on a panel for AiMA’s monthly social SIG luncheon about one of our clients at Engauge, Chick-fil-A, and their recent Spicy Chicken Biscuit launch. Rather than speak directly about a social media case study, our team decided it would be interesting to present how Engauge, along with our agency partners at Chick-fil-A, BrightWave Marketing and Foundry approached the campaign from social media, email marketing and website design respectively.

When tackling the prospect of a campaign or in this case a product launch, it’s important to take a holistic view of the goals, objectives and desired outcomes, rather than just see the project through our eyes as the social component.

The success of this particular product for Chick-fil-A did not lie in awareness across many mediums, but cohesive engagement throughout many mediums.

As an agency partner it can sometimes be difficult to separate your work from another’s, but integrating aspects of social across channels is crucial to campaign success.  For example, a call to action to participate in a poll on Facebook within an email gave our fans a reason to react and a directive to react to, not just multiple visuals to consume from each medium.

As marketers continue to build multiple communities across the web, it’s important to not only think about the success of an individual channel, but also how each channel can build upon and create an unforgettable experience for each and every subscriber, fan and future customer as well.

Disclaimer: I serve as the social strategist on the Chick-fil-A account at Engauge and helped to develop and execute this particular campaign. However, it is also true that I love the Spicy Chicken Biscuit just as much as the next raving fan, even when I’m away from my desk.