As a driver of consumer acquisition, interaction and engagement, an interactive promotion strategy can be a powerful force behind retail marketing. It takes the marketing experience beyond the store, driving a bigger return on investment on in-store and shopper marketing initiatives. The data and analytics gained from integrated promotion gives retail marketers more insights and more precise measurement to create more loyal and profitable consumer relationships.
The Home Depot has grown to become a cornerstone of home improvement. To help educate their customers on new products and how to integrate them into their home, The Home Depot created an engaging 3D sensory microsite. The “virtual home” experience featured products, video demos, innovative tips, virtual shopping lists, and the chance to win a home makeover sweepstakes prize – the perfect elements to bring out the home designer in everyone.
In a retail initiative with Walmart, Kimberly-Clark’s HUGGIES brand pledged to save lives around the country. Change a Baby, Save a Life was a cause marketing program that aimed to drive awareness of the Children’s Miracle Network and sales of HUGGIES promotional products. HUGGIES donated $0.50 to the Children’s Miracle Network for every HUGGIES promotional product purchased at Walmart stores. Consumers also earned points towards their HUGGIES Enjoy the Ride Rewards account.
In an interactive adventure for cool girls only, this multi-dimensional microsite had visitors interacting with many features including advergames, real-time polls and quizzes, and user-generated story creations. Visitors could send their stories to friends and browse an interactive catalogue and send a wish list to friends and family. With resounding success in increasing site visits/time spent and increased interaction with the licensed properties, the promotion was extended over four additional promotional periods.
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