Case Study: How Harvester used Apple’s Passbook for couponing campaign

This case study details the thinking behind Harvester’s redeemable Passbook campaign, which was created by Millennial Media and gift and rewards specialist Eagle Eye. The project was awarded 'best use of technology' at last year's MOMAs (Marketing on Mobile Awards) organised by The Drum. Here, we publish Millenial Media’s entry report. All figures are accurate as of April 2013.

The release of apples iOS6 resulted in an opportunity for the UK’s family friendly restaurant, Harvester, to work together with mobile advertising platform Millennial Media and gift and rewards specialist Eagle Eye to create the UK’s first redeemable Passbook campaign. The objective was to drive diners into Harvester restaurants using a compelling offer delivered through a simple and seamless digital voucher experience. The campaign targeted select audiences and devices, which would provide users with the opportunity to download a unique code to redeem in any participating restaurants, with no additional details required. Once the voucher was loaded into Passbook, the Eagle Eye platform enabled the consumer to redeem the offer securely via the Chip & PIN terminal. Using this technology, Harvester managed to close the loop on their marketing campaign by measuring each customer engagement with the campaign from issuance to redemption, driving real value and efficiencies, in a way that is not possible with more traditional media. This seamless consumer experience was a major step forward and by removing the need to enter form details, such as your mobile number, we were able to reduce friction in the customer journey and improve issuance levels. ObjectivesThe core objective during this campaign was to drive diners to Harvester restaurants using a compelling offer, delivered through Apple’s Passbook technology. To ensure success the campaign needed to target the relevant consumers within the UK that would benefit most from the voucher, whilst offering a seamless experience from downloading to redemption in store. Strategy

• We created a compelling offer exclusive to iOS 6 users

Harvester and Eagle Eye created a campaign that offered consumers £5 off their bill when spending £30 or more. The voucher could be used at any Harvester restaurant across the UK, and could be downloaded directly from the iPhone.

• We used smart targeting functionalities

The campaign used Millennial Media’s sophisticated advertising platform to target families and people who enjoy eating out, whilst ensuring the advertising was only viewed by consumers on mobile devices running iOS6 (i.e. who had access to the Apple Passbook wallet).

• We delivered a seamless user experience

The campaign was the first ever in the UK to take advantage of the new Passbook functionality in iOS6. The solution gave a frictionless consumer experience, as with two-clicks a unique voucher code was delivered straight to their device, within Passbook. The voucher was then redeemed whilst paying the bill, directly from the EPOS terminal, giving the restaurant additional insight into campaign effectiveness.

• We provided secure digital redemption in the restaurant

Parent company Mitchells & Butlers recently deployed Eagle Eye’s patented technology in association with Card Commerce, within their restaurant Chip & PIN terminals, enabling the digital in-store redemption of vouchers, securely and in real-time.

• And all this was measured using real-time campaign insight

Each stage of the customer journey, from page view right through to redemption, was measured in real-time using Millennial Media and Eagle Eye’s platforms. This allowed Harvester insight into live campaign performance data so they were able to optimise in order to deliver better results. ResultsThe campaign ran for 2 weeks, and producing some outstanding results:

• A conversion rate of 54%, generating 16,000 downloads
• A total of 700 redemptions, at a cost of £3.41 CPA

Customer response: (sourced from Harvester fan page on Facebook)

• 83 ‘likes’

Comments:

• I will enjoy my Harvester meal while I use my iPhone, YAY FOR APPLE!!!!!!!! It’s okay Android users. You get free salad.
• Thanks! Please bring back the 2 takeaway meals for £10, was a good deal!
• I knew Passbook was good for something.
• I’ve got an iPhone so I’m as happy as a busy bee can be! Lol.

*all stats are correct as of April 2013The 2014 MOMAs, which rewards effective mobile marketing campaigns and strategies, is now open for entry with a deadline of 28 February. All information on Awards registration and entry can be found on the MOMAs website.