extole_redbox ad:tech sf 2011
DESCRIPTION
Presentation with Extole and Redbox from 2011 ad:tech SF conference. Presentation includes an overview of the Extole-powered Redbox social referral program, how the program was promoted and results.TRANSCRIPT
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How Redbox & Extole Turned Loyal Customers into Social Marketers PANELIST:
Brad Klaus, Co-Founder & CEO, Extole Michael Georgoff, Director, Partner Marketing, Redbox
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2004 – Redbox debuts at McDonald’s locations in Denver
2005 + the rest of America’s premier retailers join the party
2010 – We celebrate our billionth rental
2011 – 26,000+ locations nationwide
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Redbox Objectives
As America’s favorite destination for entertainment rentals, Redbox sought to:
• Quickly launch a branded social referral program
• Increase number of positive social recommendations on Facebook and Twitter
• Convert friends of existing customers into new users
…while staying consistent with its successful brand philosophy:
• Leverage customer passion and reward in meaningful ways
• Use time-proven word-of-mouth precedents
• Make the customer experience easy – super easy
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• Social Marketing Platform that enables brands to turn customers into social marketers to deliver positive ROI
• Select customers:
Extole Overview
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Redbox-Branded Social Referral Program
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Redbox Promoted Program Online and Offline
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Friends Received Free Rental Offer
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Results
• Program launched in less than 2 weeks
• 177k customers shared a recommendation in first 30 days
• 128k friends clicked-thru to Redbox offer page – 32k Facebook posts 60k friend clicks
– 5k Twitter posts 23k friend clicks
• Friends became new customers