AT&T Pilots Location-based Marketing with SCVNGR - dummies

AT&T Pilots Location-based Marketing with SCVNGR

By Aaron Strout, Mike Schneider, B. J. Emerson

AT&T launched a regional pilot across 50 stores in the Midwest that leveraged location-based service (LBS) provider SCVNGR’s rewards platform to engage customers in-store by asking them to perform a variety of fun activities.

AT&T was careful not to limit the engagement to phone activations, as many customers visit stores to buy peripherals versus new phones.

AT&T awarded the following to participants who checked in and completed the challenges, with the reward based on the number of points they accrued through the SCVNGR games: a gift card for ringtone purchases, a 20 percent discount off the price of an accessory of the participant’s choice, or $50 off the price of a Sound ID 510 headset.

In particular, the KPIs that AT&T was able to track with this campaign were sales and media impressions. Not all campaigns are this clear cut with such direct outcomes, but AT&T did a great job of setting up the campaign to measure lift and media impressions.

During the campaign, AT&T saw the following results:

  • Of all the Sound ID headset sales in September 2010, 9.7 percent of purchasers used a SCVNGR discount.

  • The company achieved local and national media impressions (earned media) totaling over 23.7 million.

  • The sales results on the Sound ID 510 headset went from 95 per month to 205 per month, an increase of 115 percent. Note: There was also another incentive that ran during this period, so it’s hard to isolate the pure increase in sales to the SCVNGR event. But it certainly contributed to the increase.