Check it Out: Old Navy Site Plays to Win
Hi. My name is Melissa, and I like to play online marketing games.
There, I said it. As a jaded journalist, I thought the whole concept of online marketing games was silly. I mean, it's obvious what marketers are trying to do here, right? Get you captivated by an online game and then, when you're sucked in so deep, try to sell you something you don't need or that's too expensive. Oh, and they also may make it hard to get out.
But a recent visit to OldNavyWeekly.com changed my mind. The one-page microsite that was launched in late February presents the retailer's paper-based weekly circular in digital format. It's also part of Old Navy's latest marketing campaign featuring the "Supermodelquins," a family of 12 custom-made mannequins. And it encourages visitors to play various games on the site to redeem coupons offering discounts on Old Navy products. Games include matching supermodelquin body parts, dunking a supermodelquin family with a water pail and shaking a coconut out of a tree, then trying to click on it as it rolls away. Coupons range from 10 percent or 15 percent off purchases to some limited offers that go up to $75 off a $100 purchase.
I recently played a game that directed visitors to click around the site to trigger a hidden coupon. After about 10 minutes clicking around in search of the coupon, I finally triggered it. Success! A large orange splash page appeared that offered me 15 percent off an online purchase, which is a great offer since I'm a regular Old Navy customer. The coupon was valid for 14 days. Along the way I also learned a lot about Old Navy's discounted merchandise. It was addictive but also useful, and Old Navy made it fun for me.
Another Good Move
The splash page also suggested I enter my name and email address to receive a weekly coupon, and that I share a coupon of a different value with a Facebook friend. Good move.