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Groupon creates first-ever holiday campaign, ‘Gift the Experience’

Groupon creates first-ever holiday campaign, ‘gift the experience’

Groupon has gotten into the holiday spirit with a new ad campaign to encourage consumers to shop their multitude of experiences this season. With help from O’Keefe Reinhard & Paul Chicago (OKRP), the holiday-themed campaign suggests ideas for different presents from snow tubing to glass blowing to bowling, all available through Groupon.

In line with their tagline introduced earlier this year, “Own the Experience,” Groupon shows the experiences through the “Gift the Experience” campaign.

“We excited about our new holiday campaign because it embraces what sets us apart from all other shopping destinations, which is that you can find the most popular products and amazing local experiences all in one place,” said Jon Wild, vice president of marketing for North America, Groupon.

The video ends with, “With Groupon deals this year, I’m going to gift experience.”

“We wanted to build from the tone we set when we launched the campaign earlier this year," said Matt Reinhard, chief creative officer, OKRP, in a statement. "Groupon Holiday gives us an opportunity to juxtapose our high-def, in-the-moment lifestyle footage against a humorous, lyrical take on the 19th century classic opera."

The campaign will run in two formats: 15 and 30-seconds that will show on cable channels and network outlets including ABC, NBC, Fox and Food Network.

Groupon struggled over the last year with interest as the daily deals market slowed and the company cut 1,100 jobs in Latin American and Asia in 2015. Companies in the same space, including LivingSocial and Amazon Local, also cut staff.

Following a period of uncertainty, Alibaba bought a 5.6% share in the company in November, driving-up the share price for the previously troubled internet retailer.


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