Prospecting: Office Depot Engages Prospects With Mobile Back-to-School Campaign
Office supplies retailer Office Depot launched a national back-to-school mobile campaign earlier this year that let shoppers reap big savings via in-store mobile gift card giveaways and other discounts. Global marketing agency Momentum Worldwide developed the campaign in partnership with SpyderLink, a marketing technology company. Office Depot added SpyderLink’s 2-D mobile barcode SnapTag technology — described as a logo-centric, more accessible QR code alternative — to in-store displays.
The campaign ran from July 24 through Sept. 11. It awarded 100 $100 gift cards each day of the campaign, totaling $500,000 in prizes. Shoppers snapped and sent a picture of the SnapTag with a standard camera phone — no scanning was required like is necessary with most QR code solutions — to find out if they won a $100 mobile gift card. The gift card was instantly redeemable in-store. Winners took their mobile phones to the checkout counter to redeem their prizes. Participants also received special mobile coupons on a variety of back-to-school essentials.
This integrated mobile/in-store campaign helped Office Depot capture a high percentage of first-time buyers during the all-important back-to-school shopping season. It’s believed that Office Depot is the first retailer to deploy a mobile 2-D barcode solution on this level. The campaign helped to not only drive traffic (many first-time customers included) into Office Depot’s retail stores, but it engaged shoppers and created a positive experience for them with the brand.
“We’re very excited about this national campaign, which deploys SnapTag’s best-in-class mobile technology to engage our customers on a more conversational level,” said Diane Nick, vice president of marketing for Office Depot, in a press release prior to the launch of the campaign. “Office Depot along with our premier partners have provided great incentives for back-to-school shoppers to visit our stores. And, most importantly, customers are able to redeem their rewards on the spot with no waiting, no hassles and no paper coupons.”