Shopper Marketing - March 2016 - 36


PROGRAMS

other consumers, which shapes their brand
experiences."
"Shoppers are looking for brands that connect with them through experiences," adds
Jill McCaffrey, account supervisor at IN Marketing Services, Norwalk, Connecticut. The
agency handled concept development, digital strategy and creative execution. "These
experiences could be driven by a unique experience, flavor or innovation."
A study by Aimia revealed that 44% of Millennials are willing to promote products or
brands through social media in exchange for
rewards, Kennedy says. "What we are seeing across the market is that consumers want
value and instant rewards from promotions,
especially delivered over mobile," she says.
"Programs like the Holiday Gift xChange deliver this to consumers in a fun and engaging
way."
In-store materials for the campaign included shelf danglers at Walmart and shelf banners in grocery stores; standees that highlighted the Gift xChange and examples of
the prizes; tuck cards and cornerboards with
similar information designed to capture shoppers' attention within eight seconds, as well
as mail-in rebates and instant redeemable
coupons, Freeman says.
"It was critical that we didn't just focus on
displays since the modular/shelf is where the
majority of category volume comes from,"
she says. "We made sure we had a variety of
POS elements to ensure success across smalland large-format stores."
Heineken hoped to move 100,000 cases
during the holiday period and drive sales lift
36

y SHOPPER MARKETING MARCH 2016

for 3,000 of Walmart's top-ranking stores, she
says. The campaign lasted from Nov. 30-Dec.
31 and had a larger budget than previous
holiday activations due to the greater digital
engagement.
In addition to IN Marketing and Snipp Interactive, agency and vendor partners included
Barrows, New York City, on in-store execution;
News America Marketing, Rogers, Arkansas,
in-store shelf signage and digital media; Crisp
Media, New York City, targeted digital mobile
media; and AMP, Boston, pre-shop and realSM
time targeted digital media.

BRAND: Heineken
KEY INSIGHTS: Ninety percent of
shoppers use their smartphones in
stores and 44% of Millennials are willing
to promote products over social media
in exchange for rewards.
ACTIVATION: The brand launched a
Gift xChange program based on the
"White Elephant" holiday game where
consumers could submit their receipts
digitally and invite three friends to play.
In-store materials included shelf signage
at Walmart and grocery stores.



Table of Contents for the Digital Edition of Shopper Marketing - March 2016

Contents
Shopper Marketing - March 2016 - Intro
Shopper Marketing - March 2016 - 1
Shopper Marketing - March 2016 - 2
Shopper Marketing - March 2016 - 3
Shopper Marketing - March 2016 - Contents
Shopper Marketing - March 2016 - 5
Shopper Marketing - March 2016 - 6
Shopper Marketing - March 2016 - 7
Shopper Marketing - March 2016 - 8
Shopper Marketing - March 2016 - 9
Shopper Marketing - March 2016 - 10
Shopper Marketing - March 2016 - 11
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