Eurest Dining Services (a division of Compass Group) recently test-marketed Tag through Microsoft Dining Services, which has 35 cafes serving more than 51,000 people at the Redmond corporate campus. They wanted to add a mobile component to their marketing, and chose Tag because it’s easy to use and “green” - they could print a Tag on thousands of cups and update the content behind it at any time.
For the pilot campaign, Eurest targeted four locations, placing Tags on disposable cups in cafes and building kitchenettes; users scanned them to win meal discounts. The response was overwhelming. Cafes saw a 45% redemption rate and winners spent 15% more on their checks than non-players. The promotion has since been rolled out campus-wide and Compass is incorporating Tag into dining promotions at other customer sites. To date, redemption rates are 71% and winner check averages have increased 11%.