Groupon sought an effective way to move away from only offering coupons and discounts, and focus on more premium, unique experiences that their users can’t get anywhere else. Creating a sense of exclusivity and making a huge splash for their first foray into premium events was important to Groupon, so they turned to a team of promotional marketing experts to guide them through this campaign.
Beyond venturing into new territory by hosting an event, Groupon hoped to increase both mobile app downloads and engagement. On top of that, the first quarter of the year (when the Super Bowl takes place) is historically a slower period for Groupon. To combat this, Groupon and its partners needed to find a way to gain more attention, push mobile app downloads, and get their users excited about their new offerings. Laser-focused on this target, we got to work.
Groupon set out to “hack” the big game, using one of the biggest names in American pro sports. Consumers who downloaded the app gained exclusive access to a promotion site where they could register to win a Super bow…ahem…Big game party at none other than Rob Gronkowski’s house. And for good measure, they threw in some amazing prizes and trips users could win if they downloaded and made a purchase during the promotional period.
This was a multi-channel campaign to its core, being shared across several social media platforms and earning media attention. A nationwide campaign this massive required meticulous official and abbreviated rules to ensure total legal compliancy.
A massive success in driving app downloads, and purchases, and adding more long-term users.