Optimizing Engagement

Jackie Micucci
Wednesday, Sep 21, 2011 at 12:42 PM

Earlier in the week, Roger Matus took a look at some campaigns that used Tag to help build engagement. Today we’re going to explore how Eurest Dining Services teamed with Nayamode to create a mobile campaign employing Tag that optimized engagement for users. Considering that a recent study found that more Americans own smartphones than hold a bachelor’s degree or speak another language in their homes you could understand why creating an optimum mobile experience was a priority.

Eurest cup image

Eurest wanted to add a mobile component to its marketing and take advantage of mobile couponing to better interact with busy customers. Eurest manages the campus cafeterias at Microsoft’s Redmond, Wash. headquarters (a total of 35 cafeteria’s serving 51,000 people) so it decided to that would be a good place to start.

Tags Keep Users Engaged

The pilot campaign targeted 4,875 diners at four locations, placing Tags on disposable cups in cafés and kitchenettes. Employees could scan them with their smartphones to win meal discounts, as well as learn about weekly specials, nutritional information and other promotions. The response was overwhelming: Cafés saw a 45 percent redemption rate (four times the norm) and winners spent 15 percent more on their checks than non-players.

Eurest promo image

Device ID Creates Engagement

But Eurest knew they needed to keep players from getting bored. By using device ID to associate scans with specific devices, Eurest built a win algorithm that let people win on every third scan. Once they got enough players hooked, they began upping the instances so people would win every eighth or tenth time so instead of people getting frustrated and abandoning the game, customers kept scanning.

The Importance of the Backend

Nayamode worked with Eurest to ensure that the backend experience kept players engaged. “What we did was create a flexible backend,” says Srivats Srinivasan CEO of Nayamode. “We wanted it to be super flexible and extensible.” The backend experience coupled with Tags on the frontend allowed for a variety of contests, promos, scavenger hunts, etc. “Tag is a powerful content management system,” adds Srinivasan.

How would you use Tag to optimize engagement? Let us know with you comments below or on Facebook or Twitter.


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