Group A MDMK2010 February’10

The iDrinks (Diageo) Case Study

What is this campaign all about?

Group A MDMK2010 February’10

How is the value chain?

Group A MDMK2010 February’10

There is no Media stage since there is no media planning or purchase

There is a special POS stage since there is one more step to make in this campaign

How do we evaluate this campaign?

Group A MDMK2010 February’10

A complete success

-Innovation communicates an attractive image-It offers points to be accumulated by the consumer-It sends personalized offers to costumers-It increases bars’ satisfaction

-It offers discounts-It predisposes to not only a change of brand but a change of drink (Spain is loosing market share in spirituous drinks)

-It collects information in the bar through hostesses-It requires data on the website-It gets behavioural data through redemption actions-It controls the operations process

How does it get it?

Group A MDMK2010 February’10

Through these mobile capabilities

Affinity: Database segmentation

Personalization: Not corporate messages

Penetration: 84%

Interaction: The mobile is the tool

Engagement: The most personal screen

Action: Not only communication

Participation: Scanners

Measure: ROI

Connection: Permanently wired

How is the couponing process?

Group A MDMK2010 February’10

-This is a REAL TIME REDEMPTION campaign because only when the user scans his mobile coupon, the machine in the POS connects to a central database to validate the mobile coupon.-Once it’s validated, the machine prints a ticket called a “clearing coupon”: a physical proof for the merchant, particularly for multiple points of redemptions as in this case

-This is a PUSH campaign because although the costumer has to register first on iDrinks.es, it is Diageo who sends a MMS with a mobile coupon with no need from the user to do nothing.-The mobile coupon is pushed to a resident application and only if the user puts his mobile coupon under the scanner, the physical coupon will be printed.

-This is an AUTOMATIC CLEARING campaign because there is no need of the action of the merchant to deliver the printed coupons.

Group A MDMK2010 February’10

What do you think about the campaign’s Opt-in?

Group A MDMK2010 February’10

There is no need to clearly communicate to the subscriber any financial obligation they are going to incur by entering the program since this campaign derives no cost to the user because

- The registration is free on the website- There is no need to send any message from the user pov

This is a standard rate program opt-in in which subscribers have to indicate their willingness to participate in the program and receive messages from the program as follows: 1. Subscriber initiates opt-in to Standard Rate Program

through a call to action (CTA) from a web interface2. Program responds with pertinent phone, program, and

contact information

SO WE CAN CONCLUDE THAT THE OPT-IN IS REALLY EASY TO UNDERSTAND AND ALSO TO CONTROL, PROVOCKING NO FEAR IN THE

CONSUMER AND MOTIVATING THE PARTICIPATION

Group A MDMK2010 February’10

THANK YOU!!