Molson Coors wanted to drive trials of their existing brand Blue Moon by offering interactive vouchers to consumers.
Redemption within the drinks sector is notoriously poor. The offer of free or discounted products will drive high engagement and requests but protracted voucher delivery (print or post) leads to consumer empathy. Additionally there is the added challenge of redemption fraud within the sector. We also needed to communicate the brand, the offer, and several industry legal requirements within a very small screen area so the design needed to be very clear.
We developed an integrated smartphone voucher site and SMS campaign to allow consumers to receive a voucher on their phone within seconds of requesting it. Consumers texted “Bluemoon” to an SMS Shortcode and received a unique link to access the voucher site. The site called on GPS to locate the consumer and present details of their nearest outlets, allowed the consumer to view outlet details and maps, and then allowed outlet staff to redeem the voucher once in venue.
Redemption fraud was also prevented by securely generating unique URLs with only 1 voucher per mobile phone number issued. We integrated the mobile site and voucher with Facebook and Twitter to assist with sharing of the offer.
We implemented specific design considerations for the mobile platform to ensure the site was consistent with smartphone interfaces, would be easy and clear for consumers to use and would render reliably across all browsers.
Redemption rate was in excess of 25%, against an industry norm of 2% to 4%. Social Media sharing levels were high and cost per redemption was low.