ACT II Popcorn Gains Share of Customer with Internet Coupons

Source: http://www.couponinfonow.com/distribution/internetcouponsACTII.asp

In a fiercely competitive market, manufacturers struggle to place their products in front of consumers and keep their brands “front-of-mind.” ACT II Popcorn launched an innovative, integrated marketing campaign that combined creative packaging with online promotion to move their consumers from purchase to repeat purchase – resulting in increased sales and a dedicated ACT II customer database.

ACT II’s Pop, Peek, and Win! promotion placed a contest on 50 million specially marked bags of popcorn. Consumers had to pop the popcorn to see if they’d won. If they didn’t, consumers were given a URL on the bag to visit for another chance to win. Consumers simply registered with basic information to play an interactive game that gave them another shot at winning. Using Coupon, Inc.’s proprietary and CPG-targeted print-at-home coupon technology, ACT II was then able to offer non-winners an Internet coupon while gathering consumer data directly into ACT II’s database with a short survey.

The promotion ended with over one million plays; and a large portion of these players opted into ACT II’s database. Fortunately, ACT II had a plan for this huge response and completely new database of consumers. They closed the circle by sending a monthly e-newsletter (the “Pop Report”) with DVD release news, movie reviews, and an Internet coupon for a featured product – all of which build on the product’s brand equity.

As ACT II illustrated, Internet coupons offer an unparalleled tool for moving consumers through the entire usage cycle – tracking who their consumers are, if they printed the Internet coupon, and if they redeemed it. And since the whole process is consumer-driven, attracting high-involvement consumers is assured. Finally, by placing their promotion on packaging and the Internet, distribution and data collection costs are minimized.

ACT II is a registered trademark of ConAgra Brands, Inc. Copyright © 2004 ConAgra Foods, Inc. All rights reserved.