WagJag kicks into express mode

The Canadian group buying site launches a location-based mobile app with an experiential campaign.

WagJag.com is giving Torontonians a taste for cheap deals with a day of experiential marketing in support of its newly launched mobile application, WagJag Express.

The geo-targeted iPhone app offers deals in the immediate vicinity of consumers who download it. Unlike traditional WagJag deals, those in WagJag Express must be bought and used right away, Candice Faktor, head of new ventures, Torstar Digital tells MiC.

“We often make decisions on the go, so that’s why we felt this is an important product offering to bring to market,” said Faktor. “We also listened to the merchant and have responded to their needs. Merchants wanted more loyalty [from consumers], more frequency in their visits and they wanted more control.”

Merchants participating in WagJag Express will be given iPads loaded with software which collects customer statistics by tracking demographics and frequency of visits.

The launch will be promoted today with hotdog and ice cream stand takeovers, offering free food to consumers who have downloaded the WagJag Express app. Brand ambassadors will be escorted by green latex-covered break dancers giving out WagJag swag at various downtown locations, including Yonge-Dundas Square.

The application is free, and with every download WagJag will donate $1 to Stop Community Food Centre until the end of the month. Also, for the month of August, a compilation of Toronto restaurants, spas and other service merchants will be offering $1 deals.

MiC had the chance to speak with Faktor on video to get a better sense of how the application will reach a new set of consumers.