pma del monte, usaweekend, whrrl case study 4.7.11

Bridging the engagement gap between in-home decision making and in-store

shopping

Agenda

• Key market trends

• Case studies

• Lessons learned

Just announced:Smartphone Shipments> PC Shipments in 2010. Ahead of Schedule

The world is changing right before our eyes

51% by Q3 2011

Value driving explosive growth

Android Law: Top smart phones 6 months ago are now obsolete

Unlimited data for only $25 a month

Every demographic in US is impacted

From PEW research…

• 46% of households earning less than $30,000 a year are wireless Internet users.

• This income group is the fastest growing -- up by 11 percentage points from 35% in April 2009.

• 10% of online Hispanics use check-in services.

Check Ins

4% of online population is checking in

PEW Research published on November 4, 2010

30M users using Facebook Places

Reported on Oct 29th, 2010, 10 weeks after launch.

Outdated before

published

Why Check In?

Share w/ friends To be a mayor Rewards Personalization

There is a difference between location vs. place

Precision is the key to relevancy

Primary values:

1. What does it mean to others?

2. How can this data make my everyday life more fun or make information to me more relevant?

3. What else can I discover?

Check-ins represent “Foot streams” = The real-world equivalent to the click stream

Relevancy drives disruption

AOL

OvertureSponsoredKeywords

Google AdWords

Physical World, Social, Mobile

Relevancy

MARKET DISRUPTION

12

* 49%

* 47%

* 40%

* 37%

RelationshipMarketing

30%

* 19%

Displays & In-StoreAdvertising

17%

Example Digital Vehicles by Platform

In store video, kiosks, scanners

Direct to card, e-circular

E-newsletter, personalized storefront

WOM, reviews, branded community

Sponsored results, virtual display

Retailer sitelet, how to video

Barcode scanners, shopping lists

**

Broad set of digital technologies gaining adoption

Case Study: Del Monte Kibbles ‘n Bits

Problem: Activate dog owner community at Walmart.

Leverage USA WEEKEND Magazine and Whrrl to provide service in-store “How to show your dog love”

recommendations at Walmart.

Society: “I Love My Dog” Society

Rewards: $25 gift card

Locations: Walmart

USA WEEKEND MagazineReaches 47+ million readers while in-home

Quick Audience Cume

• 81% read USA WEEKEND Magazine on the day it is delivered

• 98% see your ad within 1week

• 84% read nearly every issue

Responsive Readers

• 94% of readers read USA WEEKEND at home

• 83% of readers take action on the ads in the magazine

• Readers spend an avg of 25 minutes with the magazine

• 64% are the primary shoppers in their households

• 84% are influenced by brand familiarityImproves Advertising ROI: • Proven by IRI, USA WEEKEND lifted sales volume 11.2% in its

markets**Sources: MRI, Doublebase 2010; USA WEEKEND Reader Panel; Affinity/VISTA Print Rating Service, 2009 Shopper Insight Study, conducted by RSI Research. ** 2008 Information Resources Inc, (IRI) illustrates the value that the magazine brings to major food and packaged goods advertisers. IRI tracked grocery store’s volume of a top USA WEEKEND food client for 2 weeks. The client’s advertising ran in USA WEEKEND markets and non-USA WEEKEND markets. Sales rates were compared at the end of the period.

Ad connected readers to Whrrl A location based social network designed to support readers with

recommendations and rewards in store.

Group you with people who like what you like: Societies

Present the best ideas scored and filtered

through our personalization

algorithms

Inspire action through recommendations, experiences, and

stories

Partner with Brands to reward action and social loyalty

80% of I Love My Dog Society members want-to….

People who check in to Walmart, do the following recommendations…

Marissa Lomas, a Foodie VIP, recommends the following….

People who go to Walmart, go to Murphy USA’s afterwards.

More Loyalty &

Influence

Trend-setter

Maven

VIP

Insider

Rookie

How the game works:

Users earn points for influencing others, via:•Check-ins•Recommendations•Want Tos•Did-its•Sharing

Users level up and earn titles as they gain points.

Whrrl encourages engagement and advocacy

How did it work?

How to Join…Readers go to whrrl.com/ilovemydog and unlock the safe

to join the I Love My Dog Society

Once you are part of the Society…

Bloggers created recommendations to bootstrap Society

5 resultson page 1

I Love My Dog Society members are driven to activate at the

store

Whrrl

Jeanna B. made a rec to I Love My Dog Society @ Walmart:

Take your dog for a picnic. Buy some treats and bring the kids.

Close

View

03/28/2011 I Love My Dog Society

Current Society Members

5,000+

Engagement 52% of people in the Society have acted on at least 1 recommendation.

Activation 23% of people in the Society have checked in to one or more Walmart locations and played the game.

Ongoing Activation

57% of people who played the game have played on multiple days.

Reach From blogs = Approximately 2.4M impressions

Total Social Activity

20K activities on recommendations and check-ins

Within 60 days….

Lessons Learned

1. Integration: Combine reach + engagement vehicles to drive consumers from home to store

2. Relevancy: Drive a more relevant experience, in the moment, by connecting content users need in the context of that need

3. Activation: Program activation at key steps to ensure the audience is aware of your brand on the path to purchase

4. Advocacy: Unlock consumer natural passion for your brand and let users share their love

Contact Info

John KimVP of Products Pelago

Laura HendricksDirector, Retail/Shopper MarketingUSA WEEKEND Magazine

Doug ChavezDirector, Digital MarketingDel Monte Foods