Air Miles Reward Program is going after time-starved shoppers who are tech-savvy and thrifty with a new mobile platform, m.airmiles.ca/free. The app was launched last week in conjunction with a new promo where points collectors can register for $10 grocery and gas gift cards, download bonus points coupons and view a list of participating sponsors while driving around and doing their shopping.
‘With mobile SMS, we are able to contact them with a message on their phone that is relevant and timely and then provide a link to the mobile site,’ says Lorne Solway, senior director, brand and promotions, Air Miles Reward Program.
The app and giveaway are promoted through online ads on Airmiles.ca and Yahoo!, text messages and ads on the Yahoo! Mobile network and the website. Toronto-based Takamatsu Group developed the overall promotion concept, while m.Net and Yahoo! Mobile developed the mobile site and ads.
‘The overall promotion strategy leveraged past campaign learnings, combined with insights from current consumer behaviour in a tough economic climate. Canadians are looking for ways to stretch their dollar and get more value from their everyday purchases,’ says Solway. Every bonus reward mile earned using a coupon is also an entry into the draw for free gas or groceries for an entire year.
